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A good time to start improving your marketing and corporate communications is right now so don't delay, work on your business communications now...
Brands have evolved to represent much more than the traditional markers of quality, trust and reliability to consumers. Brands have become embedded in the consumer psyche and offer consumers the opportunity for self-expression, self-realisation and self-identity. This effect is particularly strong in fashion categories. Barriers including cynicism and increasing advertising literacy threaten traditional approaches to brand communications, which have traditionally relied on verbal communications and storytelling. Celebrity endorsement is recognised as a potentially potent tool in communications, with celebrities viewed as more powerful than anonymous models and campaigns tending to verbalise the meaning of the celebrity in relation to the brand.
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