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Our blog

celebrity tv partner match

Finding the Right Fit: Why Brand and Partner match matters

Picking the right partner for a brand, whether that’s a celebrity or a sponsor, is harder than it looks. High profile and well-liked doesn’t automatically mean the right fit, and a mismatch can do real damage to a brand even when it’s not immediately obvious why.
Two clients came to us with versions of

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Explaining the Brand Gap

There’s a gap in most markets that doesn’t show up in product specs or competitive audits. It lives in the consumer’s mind, and it is the space between what people are looking for from a brand and what they actually perceive the brands around them to deliver.
That gap is called a brand gap, and finding it is

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