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The power of the small Cs
Posted by
Sonja Lombard at 12:00
When Yellowwood launched Engager a few years ago, there were three Big Cs on which South Africa’s most engaging brands scored highly: these were Conviction, Commitment and Connection. The nine pillars of brand engagement in the Engager model are massively important, but I’d like to suggest that when it comes to building a retail brand, there are another 3 Cs which are critically important but often get overlooked.
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