Author and branding expert Bruce Turkel challenged a receptive audience at the opening general session “not to participate in the recession.” In a fast-pace presentation, punctuated by tunes from his harmonica, he illustrated the importance of differentiation to branding, bringing it all around to seven points. (More about these later.) The overriding message was that successful people and businesses find ways to do business in good times and bad. Flexibility and creativity are important factors.
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