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The Rational-Emotional Brand Audit

In the typical brand audit the task is to 1) identify the critical factors which drive brand choice in your category and 2) determine your brand’s strengths and weaknesses compared to the competition on those critical factors.

However, the Rational-Emotional Brand Audit is a system with a difference.

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The Canadian Lifestyles Targeting System

Generally, as marketers, our understanding of our customers is based on the purchase drivers specific to our category.

However, the Canadian Lifestyles Targeting System adds a whole new dimension to the mix.

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