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Marketing is a science. The breathtaking campaigns that blow you away are based on carefully put together research that gives true consumer insights for use in the marketing strategy. We all say we are consumer-centric, but how consumer-centric are we really? The most successful brands in the world have an emotional and functional connection with the consumer. They hit them with the right message, at the right time, in the right place. You may get lucky. Or you can do the science and really know your consumer.