plans branding blitz

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Most Popular, Framingham, Mass., plans an aggressive brand-building effort, using most of the $35 million the e-tailer just received in its third round of financing. The online furniture retailer last month kicked off a multimillion-dollar national radio and newspaper campaign via the Donovan Group, Northborough. In the first quarter, customers placed orders totaling $1.6 million with, up almost 78% from a year earlier, said CEO Andrew L. Brooks.

Copyright June 1999, Crain Communications Inc.

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