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Marketing Matters: Simplify the Message to Create a Stronger Brand

By: Alisa Marie Beyer
Posted: February 27, 2009, from the March 2009 issue of GCI Magazine.

page 3 of 3

8. Always ask: Will this simplify my brand’s voice? If the answer is no, simply reconsider.

Alisa Marie Beyer is CEO of The Benchmarking Company (TBC), a research and branding firm focused exclusively on the beauty industry. TBC’s women-only, permission-based Pink Panel provides beauty consumer data for the award-winning Pink Report, the quarterly research report that reveals what consumers of female beauty products want, what they’ll buy and why. E-mail: alisa@benchmarkingco.com; www.benchmarkingco.com