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SPIKE your Brand ROI: How to Maximize Reputation and Get Results by Adele R. Cehrs

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Create a Contrarian Brand Platform to Stand Out

“To a contrarian like me, constant advice not to do something almost always starts me quickly down the risky, unpopular path.”

—MICHAEL BLOOMBERG

Managing negative brand perception is equally important as understanding positive perceptions. In fact, the negative perceptions or polarizing facts about your brand, mission, or cause can actually be a powerful way to come up with a creative campaign that penetrates the market. If we ignore these factors, we run the risk of a competitor using our own perceived weakness against us in a marketing or PR campaign.

The cold hard truth is not everyone will ...

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