Decades ago, in the annals of advertising agency history, BBDO had an approach to creating winning communications. It was called The Four Point Process. The Four Point Process was a really big deal because, at the time, ad agencies had the best, most innovatively profitable research departments in town. The Four Point process made use of BBDO’s groundbreaking – and since wide...
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Successful Marketing Focuses On Targeting, Not Segmentation title: Branding Strategy Insider