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Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth by Jeff Saperstein, Hunter Hastings

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Chapter 10. Insights-Led Brand Building in Technology

• How can technology companies build an emotional component into their brands?

• How can technology companies work with the insights process?

• How can global technology businesses harness global insights to build global brands?

Some categories and brands do not have a tradition of building emotional connections with their users. As a result, they have not unleashed the full power of insights to sustain the customer engagement and loyalty that provide long-term, reliable cash streams. Although consumer packaged-goods companies such as Procter & Gamble and Brown-Forman are well versed in how to connect emotionally with consumers, large technology companies are not. A great technology brand ...

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