Defining, then establishing, true brand relevance takes old-fashioned hard work and old-fashioned marketing. To measure and ultimately understand relevance -- the linking of a brand's equity and its emotive and sensory aspects to the needs of a specific group of consumers -- required, if not demanded, a reliance on brand-building basics supported by leading-edge information management tools. Let's take a look at one of the relevance-building concepts contained within these information ...

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