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  1. Joy Levin
    Sep 23 - 10:12 am

    Great point – although I would argue that the makers are not always the same as the users, particularly as a brand moves further down the product life-cycle. This is why the maker has to develop a consistent program of measuring buyer expectations – to avoid incorrect assumptions about buyer needs, and to observe how those needs may change over time as new buyers are added to the mix.

  2. Jessica Moran
    Sep 23 - 10:36 am

    FYI, Kashi is currently being sued for using tons of synthetic ingredients in their “all natural” products. They might be turning into an example of what not to do.

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