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Simon Calver – when branding put the customer proposition first and the personality second

Simon Calver, CEO, LOVEFiLM
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1.       World class branding starts with a world class customer proposition.

2.       When you're crystal clear about the top 3 reasons a customer would use your product, then you have the core of your brand.  Then and only then should you start really thinking what the brand 'personality' should be.

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