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When I put together my first portfolio, I showed it to my mother, and, like a good parent, she thought it was the best advertising she had ever seen. When I asked which ads were her favourite, she picked out all the ads that were predominantly visual. When I asked why, she said, “I get these ads right away. The other [headline driven] ads are good too. But I don’t read things I see.”
Many companies still don’t have enough knowledge and skills to evaluate their own brand value, and they also lack formal processes to build a truly competitive brand portfolio.
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