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Great products, smart companies, new technologies and modern management decisions are necessary but not sufficient in the drive for leadership in the most of industrial markets.
The new winners compete in rational and emotional innovations, playing on the new markets, human dignity and imperfection of competitors.
Conscious creation of a mighty concept and brand building are just the first but very important steps in a creation of the prosperous future, when the conversion against commodity and material values to more valuable for the customers tomorrow intangible assets of the brand will take place in the new economy.

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