Let’s be clear, gaining insight is a process, not a flash of inspiration. Start with the facts you can gather about your audiences. Look at your CRM, transactional and other internal data; find out what they are saying about you and your competitors; and make sure you’re armed with research. Hey, talk to your consumers, go out with them, and visit them at home. Bring them into the office. Appoint staff to become consumer advocates. Find out how your brand can give them something which solves an unmet need: the chances are that an emotional appeal will be most effective.
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