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Advertising Age Article Abstract

How Purpose Affects the Bottom Line

Clearly Defining What a Brand Stands for Provides a Competitive Edge and Leads to Increased Productivity

Published: October 08, 2012

The heads of marketing for three of the country's best-known brands -- Gap, IBM and Coke -- eagerly pick one another's brains about which of their strategies are working and which campaigns are resonating. ...

Full Article Word count: 953

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