Brands that mass customize, take control of their distribution and understand the impact of emerging technologies will do well. “Those that create undifferen-tiated products and sell anything that walks will eventually go out of business,” says Scott Bedbury, CEO of Brand-stream. Frederich Reichheld, author of The Loyalty Effect, claims “Branding is overrated. On average, U.S. corporations lose half of their customers every 4 years, and half of their investors every year.” (www.darwin.com 7/01)
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