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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 2. No one loves your brand as much as you love it

Managing a brand is like raising a child. You nurture the brand, watch it grow, want the best for it, and intervene when it is struggling. You want the brand to grow up to be strong and successful.

Just as parents find it difficult to be objective about their children, so it is with marketing managers and their brands. It is hard to see the brand from the consumer’s perspective. It is difficult to appreciate the minor role the brand plays in the life of the consumer. Minor role? How is that possible? Of course, your brand is enormously critical to your consumer; you make every effort to ensure that it is top of mind for them. For a moment, let’s not consider your brand; let’s consider the ...

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