research

Use Opinion Research to build strong communication

By Frank Noto

The brand manager was a hunter, sportsman, and self-described “man’s man.” His company’s alcoholic beverage sales were booming. He loved the agency’s macho new pitch for the product, with ads poking non-too-subtle fun at “sissies” who drank competing beverages. Everyone from the CEO on down believed this promotional campaign was the start of something big.

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