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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 8Building the Brand

The Emotional Triggers That Launched Profitable New Ventures

Somewhere, something incredible is waiting to be known.

—Dr. Carl Sagan

A brand is your face to the world, the promise you make to your customers, your reason for being. Successful organizations treat their brand as a valuable asset, continually searching for ways to keep it relevant and compelling. One strategy is to pursue “brand extension” opportunities by launching new products or services. This is the story about a large corporation with an established and well regarded brand that was searching for new services to offer small-business owners. Typically the company segmented small-business owners, their number-one customer group, by using traditional ...

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