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Helen Edwards on Branding: Be careful what you wish for
The Co-op may rue its latest ad's focus on freeing up time to do more enjoyable things than ... , is shopping daily at the local Co-op instead. According to Sean Toal, commercial director at The Co ... , and if the Co-op genuinely doesn't mind which way the conversations go, then the ads might do their job, since ... on investment is expected from the board, the Co-op will be hoping for a very specific kind of conversation ...
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