The science bit…

Tinlin, Liz
November 2005
Brand Strategy;Nov2005, Issue 197, p34
Trade Publication
The article outlines the new challenge for marketers to translate scientific jargon into messages that consumers can understand in Great Britain in 2005. With the pressure for ever-more differentiated innovation and advertising claims that can be defended in front of the Advertising Standards Authority, it seems that the need for ownable science-based product claims is here to stay.


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