What's in a brand?

By Elliot Lane | 4 July 2001

How do you create a brand? Spend millions on RTD, focus groups, marketing and PR? Or slap a label on a good quality product, light the touch paper and stand back as the orders come flying in?

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How do you create a brand? Spend millions on RTD, focus groups, marketing and PR? Or slap a label on a good quality product, light the touch paper and stand back as the orders come flying in?

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