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Global Connections

Branding Isn’t Just a Popularity Contest

by Doug Wesolek ‎07-11-2014 01:30 PM - edited ‎07-11-2014 01:33 PM (1,771 Views)

Some brands are ubiquitous. But there’s a high price to pay for gaining—and maintaining—popularity. That’s why it’s often more effective to focus on making your brand relevant rather than popular.