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Marketing communication today want to position the production decisions toward value. It is frequently seen that brand values are contused with life styles. Communication strategies experts believe that it is enough to create a new life style. But, they cannot be successful. Creativity causes differences. And this is becoming more and more one sided. Advertising strategy experts are using the positioned parts of this to fill in with the designed life style appearances. By this way creativity serves to fill

in die missing value profile. Ihe brand communication, which can totally realize brand value, is becoming non persuasive. Ihe need co security, appreciation and self assurance and proving has to be absolutely met. This in turn only makes value ridden communication possible. Good feelings arc associated with good works.

Valued communication respects marketing laws

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