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Toward a Happy Marriage

By: Jeff Falk
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.

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I think that this is a good thing, challenging brand owners to realign some of the banners they’ve carried. GCI magazine has offered its definitions of innovations on a number of occasions: Innovation means looking at the world in different ways; innovation is the development of a competitive edge. And this challenge, if undertaken, requires brands to look at what has been so heavily parlayed in a different way and will foster the development of new and impactful competitive edges.