Beware the focus on short-term results

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Running Time: 9:50

Date: 01/07/2019

Consumers are spoilt for choice. Confronted with so many shopping options every day, people perform shortcuts in their purchasing decisions. But building brand value is more important that short-term sales results.

That's according to Troy McKinna, author of Brand Hustle, who identifies four keys to building brand value: find your consumers' most valuable problem; design a clear solution that delivers results; sell experiences that drive profits; and embed memories that last a lifetime.