Articles by Stewart Young, Corbett Accel Healthcare Group - Pharmaceutical Executive

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Articles by Stewart Young, Corbett Accel Healthcare Group

The Essence of a Brand

Beyond good messaging, marketers must establish a brand that is forever etched into physicians' minds
Jul 30, 2007

Brand essence is the result of a mixture of empirical facts, brand personality, functional benefits, and feelings that leads to the differentiating brand idea

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