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Ron Strauss
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Asking 'Does it speak to an enduring value?' is at the core of everything. This question gets to the essence of the emotional, emotive connection between the stakeholder and the brand within the context of a category. It's where meaning and perceptions of value are created; where choice is made. Bill Neal and I wrote 'Value Creation: The Power of Brand Equity' which examines this in detail.
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Feb 8, 2011