Howt

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ncr
ease

Br
andAwar
eness

wi
t
hLi
mi
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edResour
ces
Ti
psoni
ncr
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andAwar
eness

anebookby-Del
hi
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nt
er
netMar
ket
i
ng

10

84

84

CONTENT
sBr
andAwar
eness?
1.Whati
andawar
enessi
si
mpor
t
ant
?
2.Whybr
andNeedsDi
gi
t
al
Mar
ket
i
ngSt
r
at
egy
3.WhyYourBr
t
ospr
eadawar
eness
oi
ncr
easebr
andawar
enesswi
t
hl
i
mi
t
ed
4.Howt
r
esour
ces
5.
udy:Br
andAwar
enesst
hr
oughDi
gi
t
al
CaseSt
Mar
ket
i
ng
6.
Takeaways!
7.
Concl
usi
on

C
H
A
P
T
E
R
1

WH
A
T
i
s
B
r
a
n
da
wa
r
e
n
e
s
s?

Br
andawar
enes
si
st
heex
t
entt
owhi
c
hpot
ent
i
al
c
us
t
omer
sr
ec
ogni
z
ea
br
and.I
ti
sus
ual
l
yex
pr
es
s
edasaper
c
ent
ageoft
ar
getmar
k
et
.I
thappens
t
obet
hemai
nobj
ec
t
i
v
eofadv
er
t
i
s
i
nges
pec
i
al
l
ywhenapr
oduc
ti
s
i
nt
r
oduc
ed
Theul
t
i
mat
egoal
ofanybus
i
nes
shappenst
ober
ev
enuegener
at
i
on.
Youputi
nal
l
y
ouref
f
or
tandt
i
met
oi
nc
r
eas
es
al
esandi
nc
ome.Ev
er
y
bus
i
nes
sownerwant
st
hes
amet
oat
t
r
ac
tnewc
us
t
omer
st
ot
hei
rpr
oduc
t
andenc
our
ager
epeatpur
c
has
es
.Thi
si
swher
epopsupt
hei
deaofbr
and
awar
enes
s
.
Fordoi
ngany
t
hi
ngt
hatwet
al
k
edj
us
tnowy
ouf
i
r
s
tofal
l
need
t
ogener
at
ebr
andawar
enes
samongt
hepeopl
et
ot
ur
nt
hem i
nt
opot
ent
i
al
c
us
t
omer
sandf
i
nal
l
yc
us
t
omer
s
.I
fy
ourbr
andi
swel
l
k
nownandeas
i
l
y

r
ec
ogni
z
abl
e,i
tmeanst
haty
ouhav
eac
hi
ev
eds
uc
c
es
s
f
ul
br
and
awar
enes
sf
ory
ourbus
i
nes
s
.Youneedt
ogener
at
ebr
andawar
enes
s
abouty
ourpr
oduc
tands
er
v
i
c
esi
nor
dert
odi
s
t
i
ngui
s
ht
hem f
r
om ot
her
s
i
mi
l
arpr
oduc
t&s
er
v
i
c
esandc
ompet
i
t
or
s
.
I
ti
ses
s
ent
i
al
t
oc
r
eat
er
el
i
abl
ebr
andi
mage,s
l
ogansandt
agl
i
nesi
n
or
dert
oc
r
eat
ebr
andawar
enes
s
.Notj
us
tt
haty
oual
s
omus
thav
ea
c
ons
i
s
t
entbr
andmes
s
aget
haty
ouwantt
oc
ommuni
c
at
e.St
r
ong
br
andawar
enes
si
mpl
i
eshi
ghs
al
esandhi
ghmar
k
ets
har
e.
Br
andawar
enes
shel
psc
ons
umer
st
obec
ome
ac
quai
nt
edandf
ami
l
i
arwi
t
habr
andand
di
s
t
i
ngui
s
hi
tf
r
om ot
her
si
nt
hemar
k
et
.

I
fy
ourbr
andi
swel
l
k
nownandeas
i
l
yr
ec
ogni
z
abl
e,
i
tmeanst
haty
ouhav
eac
hi
ev
eds
uc
c
es
s
f
ul
br
and
awar
enes
sf
ory
ourbus
i
nes
s
.

C
H
A
P
T
E
R
2

WH
Y
B
R
A
N
DA
WA
R
E
N
E
S
S
I
SI
MP
O
R
T
A
N
T
?

Awar
enes
si
soneoft
hemos
ti
mpor
t
antweaponsofas
t
r
ongbr
and.I
ti
s
v
er
yi
mpor
t
antf
orc
us
t
omer
st
obeawar
ewi
t
hy
ourbr
and,y
ourpr
oduc
t
s
ands
er
v
i
c
esf
ort
hem t
obuyf
r
om y
ou.Br
andawar
enes
spl
ay
samaj
or
r
ol
ei
nac
ons
umer

sbuy
i
ngdec
i
s
i
onpr
oc
es
sbec
aus
emor
eawar
e
c
ons
umer
sar
eofy
ourbr
andmor
el
i
k
el
yt
heyar
et
opur
c
has
ef
r
om y
ou.
Her
ear
eaf
ewr
eas
onsast
owhybr
andawar
enes
si
si
mpor
t
antf
ory
our
bus
i
nes
s
.
Bui
l
dsanI
magef
orYourCompany
Br
andawar
enes
st
endst
obui
l
dani
magef
ory
ourc
ompany
.Yougener
at
e
awar
enes
sabouty
ourbr
andi
nor
dert
oeduc
at
ec
ons
umer
saboutt
he
nameofy
ourbus
i
nes
sandi
t
sof
f
er
i
ngs
.Butt
hes
ec
ondgoal
t
hati
s
ac
hi
ev
edbybr
andawar
enes
swhi
l
edef
i
ney
ourbr
andi
sl
et
t
i
ngt
he

c
ons
umer
sk
nowwhoy
ouar
eandwhaty
oudof
ort
hem t
ot
r
us
ty
ou.
Peopl
ewi
despr
eadgett
oknow yourBusi
ness
Br
andawar
enes
si
si
mpor
t
antf
orpeopl
ewi
des
pr
eadt
ok
nowabout
y
ourbus
i
nes
s
.
Cons
umer
sonl
ypr
ef
ert
obuyapr
oduc
tf
r
om ac
ompany
i
ft
heyar
ewel
l
ac
quai
nt
edwi
t
ht
hat
.Gener
at
i
ngawar
enes
sabouty
our
br
andamongpeopl
ehel
py
oumeett
hi
spar
amet
er
.
Cr
uci
alf
orconsumer

sbuyi
ngdeci
si
on
I
ti
st
hebr
andawar
enes
st
hati
nf
l
uenc
est
he
pur
c
has
edec
i
s
i
oni
nt
hec
ons
umer
s
.The
c
ons
umer
swhor
ec
al
l
y
ourbr
andwhi
l
emak
i
nga
pur
c
has
ear
emor
el
i
k
el
yt
obuyf
r
om y
ou.I
fy
ou
wantbr
andr
ec
al
l
t
ohappenv
er
yof
t
ent
heny
ouneed
t
opays
omeex
t
r
aat
t
ent
i
ont
obr
andawar
enes
s
.
Boost
sYourCust
omer
sConf
i
dence
Whenac
us
t
omerbuy
sapr
oduc
t
,t
her
ei
ss
omes
or
tofper
c
ept
i
onofr
i
s
k
as
s
oc
i
at
edwi
t
hi
ts
omet
i
mes
.Howev
er
,br
andawar
enes
sr
educ
est
hi
s
per
c
ept
i
onandc
ons
umer
sf
eel
mor
er
i
s
k
yi
ft
heybuyapr
oduc
tf
r
om t
he
br
andt
heyhav
enev
erhear
dofbef
or
e.Thi
si
showbr
andawar
enes
s

i
nc
r
eas
est
r
us
tbet
weeny
ouandt
hec
ons
umer
.
MakesYourCompanyeasi
l
yr
ecal
l
ed
Br
andawar
enes
sr
emi
ndst
hec
ons
umerabouty
ourbr
andwhi
l
ebuy
i
ng
anypr
oduc
tt
haty
ous
el
l
.Youputy
ourbr
andoutt
her
ef
orc
ons
umer
st
o
beawar
ewi
t
hy
ourof
f
er
i
ngi
nandoutandi
thel
psy
ourc
ons
umer
st
o
r
ec
al
l
y
ourbr
andi
ns
t
ant
l
yi
ft
heyr
equi
r
eapr
oduc
tt
haty
ous
el
l
.

Whenac
us
t
omerbuy
sapr
oduc
t
,t
her
ei
ss
omes
or
t
ofper
c
ept
i
onofr
i
s
kas
s
oc
i
at
edwi
t
hi
ts
omet
i
mes
.
Howev
er
,br
andawar
enes
sr
educ
est
hi
sper
c
ept
i
onand
c
ons
umer
sf
eel
mor
er
i
s
k
yi
ft
heybuyapr
oduc
tf
r
om
t
hebr
andt
heyhav
enev
erhear
dofbef
or
e.

C
H
A
P
T
E
R
3

WH
Yy
o
u
r
B
R
A
N
DN
e
e
d
s
d
i
g
i
t
a
l
ma
r
k
e
t
i
n
g
s
t
r
a
t
e
g
yt
o
s
p
r
e
a
da
wa
r
e
n
e
s
s?

Youmi
ghtbewander
i
ngwhatt
hehec
ki
st
hi
sdi
gi
t
al
mar
k
et
i
ngal
l
about
andwhyi
si
ts
ohy
pedaboutt
hes
eday
s
?Ev
er
y
onet
al
k
i
ngabouti
tand
t
r
y
i
ngt
ogett
hei
rmar
k
et
i
ngt
r
ans
f
or
medi
nt
oi
t
.Doal
l
t
hebr
andsr
eal
l
y
needadi
gi
t
al
mar
k
et
i
ngs
t
r
at
egy
?Theans
weri
sy
es
!Theydo.
Asondat
ey
ourbr
andofc
our
s
eneedsadi
gi
t
al
mar
k
et
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ngs
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r
at
egyand
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her
eas
onbei
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hei
nc
r
eas
i
ngi
nc
l
i
nat
i
ont
hatpeopl
ehav
et
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dst
he
di
gi
t
al
dev
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c
es
.Youhav
et
ohav
eadi
gi
t
al
mar
k
et
i
ngs
t
r
at
egyi
nor
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o
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ngdemandsoft
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ons
umer
s
.
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mar
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ert
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ory
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ght
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!Thi
swasones
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mpl
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ont
os
uppor
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whyy
ourbr
andsneedsdi
gi
t
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et
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t
r
at
egyt
ogener
at
eawar
enes
s

howev
ert
her
ear
es
omes
ol
i
dr
eas
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ohowi
tt
ec
hni
c
al
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ywor
k
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.
Let

sgoaheadanddi
s
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us
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hem t
out
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i
neBr
andi
ng
Byget
t
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gi
t
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k
et
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ngs
t
r
at
egyy
ougett
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andi
ng.
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umer
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ghtc
omeac
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ort
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es
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eel
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om y
ou
Reduct
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heheavyadver
t
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t
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ay
oupayagood
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hest
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ar
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mar
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et
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ns
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oumus
tt
hi
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egmentoft
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e
s
uppos
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o

Abi
l
i
t
yt
omeasur
et
hemar
ket
i
ngper
f
or
manceati
t
sever
yst
ep
Youar
eput
t
i
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nal
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y
ouref
f
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omak
ey
ourbus
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nes
s
boom hi
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orwantoft
her
i
ghtmeas
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yy
ouendupwas
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geamountofmoneyasc
annotpr
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or
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ourwor
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oughr
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er
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hr
oughanal
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t
i
c
s

Gener
at
i
ngawar
enessf
oryourbusi
ness
Gener
at
i
ngawar
enes
sabouty
ourpr
oduc
ti
sl
et
t
i
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ek
nowwho
y
ouar
eandwhaty
oudo,whi
c
hi
sv
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yi
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t
ant
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hi
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at
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t
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i
r
s
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t
antt
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ngi
st
ogener
at
eawar
enes
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ourpr
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hepeopl
e.Ther
ear
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omanyway
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et
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ough
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et
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get
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ghtsegmentof
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t
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t
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om v
ar
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egment
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r
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nt
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ees
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epst
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egment
at
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'
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el
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ngbehav
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edpr
of
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l
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es
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t
i
v
el
y
.

Spr
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ngt
hebusi
nessdef
yi
ngal
lgeogr
aphi
calconst
r
ai
nt
Thebes
tt
hi
ngaboutdi
gi
t
al
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i
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oudon
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et
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ai
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ans
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ouwant
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emany
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hi
onwor
l
d
al
l
t
het
i
memanydes
i
gner
st
eam upt
owor
k
t
oget
herandar
eabl
et
odoabet
t
er
bus
i
nes
s
.Thes
epool
i
ngupofr
es
our
c
es
hav
eal
way
sbeenpr
ov
edt
obebenef
i
c
i
al
f
orbot
ht
hepar
t
ner
si
ngener
at
i
ngbr
and
awar
enes
sandbui
l
di
ngaudi
enc
es
ev
ent
ual
l
yl
eadi
ngt
os
al
es
.Bot
hc
anhav
e
t
hei
rownc
ont
r
i
but
i
onsandt
ak
eaway
sand
c
anhav
eawi
nwi
noppor
t
uni
t
yf
orbot
h.
Howev
er
,y
ouneedt
obeal
i
t
t
l
ebi
twar
yof
ouc
ol
l
abor
at
ewi
t
hasi
nt
egr
i
t
yhast
obemai
nt
ai
nedi
nal
l
whoy
c
i
r
c
ums
t
anc
es
.

Tapt
hewi
sdom ofcr
owd
Nomat
t
erwhat
,c
r
owdi
sal
way
ss
mar
t
ert
hanwhaty
ouex
pec
tt
hem t
obe.
Thi
si
swhyt
appi
ngt
hewi
s
dom ofc
r
owdi
sasi
mpor
t
antasc
omar
k
et
i
ngi
s
.
Youc
ant
ak
et
hehel
pf
r
om anout
s
i
dert
ohav
et
hei
rper
s
pec
t
i
v
et
odec
ode
y
ourv
i
s
i
ons
omet
i
meswheny
ouneedt
hat
;t
hi
si
swhenc
r
owds
our
c
i
ng
hel
psi
thappen.Cr
owds
our
c
i
ngi
st
hepr
ac
t
i
c
eofget
t
i
ngr
equi
r
eds
er
v
i
c
es
,
i
deas
,orc
ont
entbyas
k
i
ngf
orc
ont
r
i
but
i
onsf
r
om al
ar
gegr
oupofpeopl
e,
andes
pec
i
al
l
yf
r
om anonl
i
nec
ommuni
t
y
,r
at
hert
hanf
r
om t
r
adi
t
i
onal
empl
oy
eesors
uppl
i
er
s
.

Cr
owds
our
c
i
ngi
st
he
pr
ac
t
i
c
eofget
t
i
ng
r
equi
r
eds
er
v
i
c
es
,i
deas
,
orc
ont
entbyas
k
i
ngf
or
c
ont
r
i
but
i
onsf
r
om al
ar
ge
gr
oupofpeopl
e,andes
pec
i
al
l
yf
r
om anonl
i
ne
c
ommuni
t
y
,r
at
hert
hanf
r
om t
r
adi
t
i
onal
empl
oy
eesor
s
uppl
i
er
s
.

Concl
usi
on
Br
andawar
enes
si
st
hebas
eofy
ourbus
i
nes
s
.Howy
ourbus
i
nes
swi
l
l
per
f
or
m dependsonhowi
nt
ens
el
yands
mar
t
l
yy
ouhav
egener
at
ed
awar
enes
sf
ory
ourbus
i
nes
s
.Br
andawar
enes
si
snotal
l
aboutc
r
eat
i
ng
ani
magef
ory
ourc
ompanyi
t

saboutmoni
t
or
i
ngi
tf
r
om begi
nni
ngt
i
l
l
t
he
endus
i
ngv
ar
i
ousmar
k
et
i
ngt
ec
hni
quest
odos
o.Gener
at
i
ngawar
enes
s
f
ort
hebr
andi
mpr
ov
ess
al
es
,augment
sy
ourc
us
t
omerbas
eandont
opof
i
tk
eepst
hos
ec
us
t
omer
st
oc
omebac
kagai
nandagai
n.So,don
tgi
v
eup.
I
ti
sj
us
tt
haty
ouneedt
obeex
t
r
as
mar
tandf
ol
l
owmar
k
et
i
ngv
ent
ur
est
hat
wi
l
l
i
nc
r
eas
eawar
enes
sf
ory
ourbus
i
nes
si
nl
i
mi
t
edr
es
our
c
es
.Bes
i
des
,
beper
s
i
s
t
enti
ny
ourendeav
or
s
.
I
ti
sunder
s
t
andabl
ehowex
pens
i
v
egener
at
i
ngawar
enes
sabouty
our
bus
i
nes
st
hr
ought
r
adi
t
i
onal
medi
ai
sandy
ouy
etnotr
ec
ei
v
et
hedes
i
r
ed
r
es
ul
t
s
.I
tmi
ghthav
et
ak
eny
ourpl
ent
yoft
i
met
oo.Youwer
edoi
ng
ev
er
y
t
hi
ngt
haty
ouc
oul
ddoi
nt
hec
onv
ent
i
onal
medi
aandwass
t
i
l
l
not
get
t
i
ngt
heout
c
omey
ouwer
es
eek
i
ng.Thi
si
swhywer
ec
ommendt
he
di
gi
t
al
mar
k
et
i
ngt
of
ol
l
owt
ogener
at
eawar
enes
sabouty
ourbus
i
nes
si
n
l
es
s
ert
i
me,l
es
s
err
es
our
c
esandt
hatt
ooamongt
het
ar
getmar
k
etpeopl
e
y
ouwi
s
hedt
oex
t
endy
ourof
f
ert
owhoar
emor
el
i
k
el
yt
obuyy
ourpr
oduc
t
ort
hes
er
v
i
c
es
.

682

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