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APR 22, 2013 - Forbes

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The Company We Keep

Lee Clow, now at TBWA, once wrote about a lesson he learned from the President of a client company. When they were shooting a commercial, the President said something like “Look, Lee, I don’t want to talk about all the things we do. Our competition can just duplicate them. I want people to like us.” Clow said he never forgot that. I never did, either. There are all kinds of ways for companies to get people to like them and I wrote about many of them in my book, Customers For Keeps. Lately, though, I’ve been rethinking the whole idea, mostly because the old “liking” issue usually involved ... Read More

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