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Branding - Buy the numbers.
(From Financial Director)
Byline: Jane Simms.
If there is anything in the old belief that accountants are more comfortable with numbers than they are with brands, then what happens when the brand is a number? Does the numbers-oriented FD feel more affinity with the brand, marketing and marketers in companies such as 3 (Hutchison's new 3G offering), 3663 (the food distribution group), Five (as Channel 5 is now more trendily called) or the legendary 007; or even in companies where the brand is partly a number, like 118118 The Number, 3M, 3i, Club 18-30, Boots No 7 or Levi's 501s?
BMW is one of the most effective employers of the numbering ...
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