Differentiate And CONQUER


“As for communicating the strategy to consumers, err on the side of simplicity,” says Colin Stewart, senior vice president at AMG Strategic Advisors, a division of Jacksonville, Fla.-based Acosta Sales & Marketing. "Simplify your message down to what you want it to stand for," Stewart says. "If it's freshness, you want to use the word 'fresh' in all your communications–your signage, your circulars. Focus on one key message; you don't want to confuse people."

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