'Put forward the facts in a pleasant manner'

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24 Brand Mantras
Jagdeep Kapoor
( http://www.sagepublications.com/)

Wander not into the land of deceit

Be honest, do not con, reads the last of the commandments in Jagdeep Kapoor’s 24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers, second edition. He mentions as examples Tata Salt and Parle biscuits, which have won the trust of the consumers as honest brands.

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