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Mirrors vs. Windows
An effective marketing/advertising/communications program or campaign must begin with a look, and then communicate, “through a window." That’s where the audiences and stakeholders are, right? Unfortunately too many practitioners engage in “mirror communications,” which means you are speaking to yourself and patting yourself on the back for work that might look good -- or even deliver interesting analytics -- but which doesn't reflect your targets' POV. You might enjoy it, but it doesn’t work
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