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"I think there are two or three things that every great brand has to be able to deliver. The first one is relevance; are you really talking to the consumer need? The second one is all about differentiation; what is it that you are offering to the consumer that no one else does, and are you talking about it in a persuasive way. And the last and very important thing is clarity of message; are you able to deliver your messages in a way that consumers understand the proposition you're really trying to deliver to them." — Salman Amin