If we want to sell health insurance, it behooves us to study how the same purchasing audience buys cornflakes.
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A customer-centric, not brand-centric, philosophy is key to a product's ultimate success. Ignoring the buyer when building a brand is like hosting a sand castle contest in the middle of a hurricane. Sure you can try it, but why waste your time?
Well-known food writer Erma Bombeck once said, "Like religion, politics and family planning, cereal is not a topic to be brought up in public. It's too controversial." How right she is!
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