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When 3 were just launching in the UK, they had to pay particular attention to how they communicated with investors and investment analysts. Working with Brunswick, I analysed how each different telecoms provider was described by the financial community, as well as the messages put out by the companies themselves.

I also interviewed a number of investment analysts. This is always a pleasure. In my experience investment analysts break into four broad categories:

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Brand positioning for new accommodation concept for students

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Creating a new drink concept.

A few months ago Mark Blacklock interviewed me for his forthcoming book on the illegal drugs industry. His idea was to explore the differences between the drugs trade and legitimate business practice. We were talking about the branding and marketing of drugs like ecstasy, heroin, cocaine, speed and cannabis. Aside from youthful experimentation in the milder of these substances, I didn't know much about drugs except what you read in the papers or see in movies and TV. It was therefore fascinating to hear about Mark's research.

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Brand positioning, architecture, mission, vision, launch.

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Brand positioning, on-line strategy, customer loyalty strategy.

[Extract from my earlier paper, The Intangible Revolution]Merriam Webster's Dictionary defines the term yuppie as:

Function: noun
Usage: often capitalised
Etymology: probably from young urban professional + -ie
Date: 1983
: a young college-educated adult who is employed in a well-paying profession and who lives and works in or near a large city

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