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Communicating value

This article is part of a series of articles from the WARC Guide to communicating value. Read more.

Brands are important. Of this, there is no doubt. Ask a suburban mom about her child’s dairy allergy, and she’ll talk to you for 10 minutes about which alternative brands she’s tried and their merits (or shortcomings). Brand marketers are so certain of this truth, that they spend millions of dollars each year creating and sharing their brands’ voice and image.

But in a time when our culture and habits have been completely disrupted, it seems like many...

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