Thursday, February 26, 2009

Find a unique feature in the brand

The feature could be in the brand name, packaging, shape, design, or price. It could be a little detail in the production or history of the product. For this you must learn as much of the product as possible.

‘In the absence of knowledge, you will be doomed to rely more and more on adjectives; always a mistake.’

– Bob Levenson, Doyle Dane Bernbach-

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