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It's in branding's nature to nurture.

Publication: Marketing Week
Publication Date: 21-OCT-04
Format: Online
Delivery: Immediate Online Access
Full Article Title: It's in branding's nature to nurture.(Letter to the Editor)

Article Excerpt
Going "back to basics" is, in my view, essential if brands are serious about gaining customer loyalty (MW September 30).

While in some circumstances creating stand-out drives the success of a brand--FCUK springs to mind--what many consumers actually want is far simpler. They want a consistently reliable, well-respected brand...

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