FEATURE: The 'aah' factor

We find out the formula for a successful sentiment brand.
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A plethora of new sentiment brands hit the market each year, but only a handful survive the test of time, launch successful licensing programmes and become recognised properties.

“The success of any brand in any category is about the consumer trusting what it delivers and always managing to delight, but unlike your favourite fizzy drink brand, delivering this with a sentiment brand has a higher emotional importance,” says Richard Edmondson, commercial director, Carte Blanche Greetings.

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