MARKETING ESSENTIALS FOR Branding

Branding CUSTOMER ATTRACTION Customer Service

How to Fix what you can’t see

Effective Marketers Sell to Customers on Both the Product and the Brand

There’s an old story about an advertising agency getting ready to pitch for the account with British Rail, the company which ran the UK railways before privatisation and which was famous for late-running and cancelled trains, filthy stations and awful food. The agency was a small one as these things go, and knew it would be pitching against some of the bigger firms, and so knew in turn it had to come up with a pitch to really grab the attention of the British rail management. And it came up with a corker.

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