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...great stuff and not rocket science. Most marketeers (or most that I've come across) pay at least lip service to customer focus and cut through. Consistency, however, gets in the way of personal egos and the desire of maketing directors and brand managers to make their own mark, often, at the cost of longer term brand health. Is it a wonder therefore that real committment from the top is a rare thing indeed.
Cheers, Fergus

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