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Case Study
1.
Maryland Cookies - If you want people to think differently about your brand, you have to think differently yourself
Mary Kineer, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2002
In 1999, Maryland Cookies, owned by Horizon Biscuits, faced intense competition - own label had a 35% share of the market and the company forecast that the brand could fall by 15-20%. The launch of ne ...

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