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June 2008 - Page 2 of 6 - Branding Strategy Insider

The Brand Differentiation Mandate

In 1960, an advertising agency chairman named Rosser Reeves was known as the high priest of hard sell. He wrote a very popular book titled “Reality in Advertising.” His book was translated into twenty-eight languages and was widely used as a college textbook. In many ways it was the beginning of modern-day marketing.

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