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Cut to the Chase

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Company: Alexander & Baldwin, Honolulu Agency: N/A Market: Logistics Quick chase: Alexander & Baldwin has got itself a sleek logistics plant in Savannah, Ga. And why should we care? The copy is nothing more than a paean to the advertiser's corporate ego: “Alexander & Baldwin, a multi-market transporta-tion and real estate company, focused on growing its integrated businesses, investing capital opportunistically with discipline and expanding its customer know-ledge and market bases in new ways and new places.” Alexander & Baldwin should at least recognize that there are customers and prospects that need its services. The ad fails to address that. Clue: Always sell the service before selling the source.
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