Chapter 12
The Other Side of the Relationship
Never forget that building a brand is building a relationship. In any relationship, it obviously pays to know the other person. Relationships aren’t all about you. They are also about connecting with your customers. Your customers need to relate to you and you need to relate to them. So, any good program begins with an understanding of who your customers are, what their needs are, and how you can satisfy them. Marketers are constantly doing consumer research to probe the psyche of their markets, trying to find out how to motivate them, and trying to determine what words and images connect at an emotional level.
Knowing your market is a tall order. Helping you know it is a big industry. Every city ...
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