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David vs. Goliath: Differentiating with Attitude Marketing

In a world where big-box retailers and online megastores are pushing the prices of ubiquitous products down to unprecedented lows, how can a small, independent store survive? Forget about the product and go straight for the customer.

In this three-minute emotional marketing lesson video, emotional branding researcher Graeme Newell shows how the little guy can hold his own against industry heavy-hitters.

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