NEWS5 February 2015
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US — Communication research company Ameritest has established a brand consulting division based in Chicago and led by Ralph Blessing.
Ralph Blessing (pictured), whose prior experience includes SC Johnson, Helene Curtis, Unilever and GfK said: “In order to get the creative execution right, the brand strategy must come first. Images and emotions created by advertising must meaningfully connect the brand to consumers’ long-term memories so that they stick with them at the point of purchase.”
Ameritest’s founder and CEO, Charles Young, said: “Smart advertisers don’t just engage or entertain the consumer; they advertise to build their brands and drive profitability.”
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