Trends in Communication

The quality of a certain product or service means nothing unless it is properly unveiled to the public. Keeping the updates of a certain brand or its competitive advantage within the realm of companies alone jeopardizes this brand’s positioning and share in the market. Bad communication would have a disastrous impact on the perception of this brand by consumers. Hence, there are current communication trends that brands have to follow to properly reveal the intended image to the target audience.

1. Real time content creation and scarcity of time:

The notion of time has gained more importance in the world of business as the competitive cycles kept getting ever fiercer, with complexity on the rise. When talking about scarcity of resources in economics, time has become an integral resource in addition to land, labor, and capital.

The elimination of activities and strategies that waste a client’s time has the potential to become a competitive advantage. Real time and relevant consumption of updated content meet the customers’ expectations. Snapchat and the communication dynamic it creates is a representative example.

2. User generated content (UGC):

User generated content (UGC) has become an important communication and marketing activity. Customers and other stakeholders are participating heavily in some of the brand-building activities. Customers trust peer recommendations more than a company’s sales messaging; hence, companies are adding features on their websites to facilitate users sharing comments or running competitions to engage audiences.

3. Brands are developing a sense of citizenship:

Companies are assuming a role in brand activism on issues related to sustainability, especially in matters related to environmental and social factors. 2015 was a significant year in terms of advancing the global sustainable development agenda following the launch of the UN’s Sustainable Development Goals and the Paris climate agreement.

4. Brands are developing a personable approach:

Corporate communicators are loosening up a bit and showing their more authentic and realistic side. Live social media chats with company leaders help in showing a more personable approach to communications.

It is not weird to check into a certain restaurant or mall and get greeted by the brand itself afterward or have your name mentioned by the brand in a reply to a comment you have written about the extent of satisfaction after a dining experience or using a certain product.

5. A shift from Customer Relationship Management (CRM) to Customer Managed Relationships (CMR):

According to Markus Kramer of brandsaffairs.com, CRM has become a cold, dry and rigid (transactional) science. He adds that for good practice on how relationshipmarketing works well with a very consistent and high degree of integrity and a real humanistic approach to the “relationship” aspects, one ought to take a look at the high-end luxury sector. Brands such as Aston Martin or Patek Philippe are mastering the process of genuinely bonding with customers. So are Apple and Harley-Davidson.

Marketers are asked to re-think relationship marketing. CRM is becoming a model of the past, CMR (Customer Managed Relationships) is the new paradigm. Brands must rework their segmentation models and the way they interact and communicate with their customers accordingly; they need to start the journey with the customers and not the other way around.

6. Purpose, real values and humanizing: Branding inside out:

According to Ernst and Young, appearance alone is superficial and will increasingly be recognized as such. Purpose driven brands are becoming increasingly able to demonstrate higher returns, more loyalty, and repeated business. Brands are embracing the concept of CSR and even looking beyond it. So both the outside and the inside of brands will need to be meaningful and led by shared and aligned purposes. Forward-thinking brands that add meaning to their customers’ lives will occupy more space in their consumers’ minds. Millennials and Gen Z cohorts find this approach of doing business more meaningful. Developing user-friendly interfaces has become even more important starting 2016. This can be referred to as humanizing.

Humanizing is about smarter cities, reducing complexity, innovation, and technological tools adapted to humans rather than the other way around. On the brand and product side, Apple and Bang & Olufsen are among the leaders of the humanization agenda. Consumers are willing to pay a premium for simple, beautiful, and reliable products. Brands, according to Kramer, should keep on improving what they have innovated until it is also fully humanized.

46 thoughts

  1. I believe that the reading experience was competitive. From a personal view point, I thought that the current business practices further robotic interaction but after this share of knowledge, my views changed a bit. What makes social media marketing more engaging and exciting nowadays is the humanized approach.
    Looking forward to reading similar blog posts.
    Appreciated

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  2. CRM focuses on using technology through data collection of all customers-contact, that aim to understand customers’ needs better. In other words, that allow them to identify strategies for customer retention, approaches to increase customer satisfacrion, and development of customised communication.
    However, customers may simply not want a relationship with suppliers , finding the collection and storing of database info and attempts to communicate directly with them as intrusive and inconvenient. This can potentially have negative empact on the suppliers image and possibly lead to switching behavior.
    Is this trigger behind the creation of CMR ?

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    1. Hello! You have a point! Yet I see that CRM takes us one step back in the supply chain and in creating a better relation with the customers at an earlier stage. Probably since the inception of the idea of a certain product

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  3. Today customers want to communicate using a channel that suits them, and that could be Facebook, Twitter, Skype, video calls, SMS, email, or regular phone calls .
    The technology exists to any type of customer interaction, but choosing which mediums to use, and how to use them, requires ,strong ,strategic and operational skills ..

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  4. Like a good relationship, all good business is based on strong communication. The foundation of business is relationships with your employees, partners and vendors and the most important thing is with your customers. Building these relationships through strong, clear communication is what differentiate a business that thrives from a business that fail.

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  5. It was interesting reading this , and actually it’s right a good communication with means a lot , it must be strong and direct , to make a product quote means something you should communicate with customers about it in an interesting way , brands can help in a very good way so that the customer will always remember some brands without even having to buy .

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  6. Trends in communication:
    There are certain communication trends that brands have to follow in order to give the target customers the best image about there products, the following are the trends:
    -Real time and relevant consumption of updated content that meet the customers’ expectations, where customers always search for everything that do not waste time
    -UGC where companies are adding features on their websites for the customers opinions about the products and services and that’s because customers trust the recommendations and feedbacks of the consumers rather than company’s sales messagings
    -Sense of citizenships, were many customers now care about matters that are related to environmental and social factors
    -Personable approach to communications by live social media chats with company leaders
    -CRM takes us one step back in the supply chain and in creating a better relation with the customers at an earlier stage, CMR is the new way
    -Humanizing were brands add meaning to their customers to keep themselves in customers mind

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  7. Today customers want to communicate using a channel that suits them, and that could be Facebook, Twitter, Skype, video calls, SMS, email, or regular phone calls .
    The technology exists to any type of customer interaction, but choosing which mediums to use, and how to use them, requires ,strong ,strategic and operational skills .

    Problematizing and reviewing the issue of the concepts and practices of trends in communications is a great challenge . This is because its a deals with a complex society , both in the categorization and understanding of the individuals that compose it . Given the sense that we are in a period of market , consumers , creative agents , brands , content producers . Have realized that they are facing a new spirit of work .

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  8. The relationship between the customer and the brand should be strong in many ways so basically the customer always decide the company’s success. But I’m little bit confused about the method in which big companies let the customer shape the brand. Theoretically if this method didn’t work or failed in some cases, what will happen? Does it harm the relation with customers or does it harm the brand itself?

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  9. Very interesting! Strong and clear communication with customers is definitely the key for success as it helps move ideas, products from manufacturers to end users and build and maintain relationship with customers m. On the other hand, an effective communication can help to foster a good working relationship between the staff too not just the customers. Very important and useful topic! Thank you Dr. Hasan!

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  10. Successful business: Communication is the best key for the best impact on consumers
    example: Consumers use whats easy for them and that creates communication dynamic, companies must have all kinds of communications. Communication must be clear, Catchy and strong otherwise the Business will Fall. so simple topic, Brilliant.

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  11. The quality of a certain product or service means nothing unless it is properly unveiled to the public.
    I. Real time content creation and scarcity of time: technology has made trends come fast and vanish faster. Time is very important when it comes to marketing, especially when the audience is unstable due to various circumstances.
    II. User generated content (UGC): customers trust each other’s recommendations more than the company’s marketing. This is pushing the team to add a comment box on their websites to the customers to benefit from.
    III. Brands are developing a sense of citizenship: Companies are assuming a role in brand activism on issues related to sustainability, especially in matters related to environmental and social factors. Ex: Green cosmetics and cruelty free products.
    IV. Brands are developing a personable approach: ex: answering the customers on Instagram while mentioning them in the comments and adding heart emojis, sharing their conversations and reposting their positive reviews …
    V. A shift from CRM to CMR: Brands must rework their segmentation models and the way they interact and communicate with their customers accordingly; they need to start the journey with the customers and not the other way around: Let the customer Lead.
    VI. Purpose, real values and humanizing: Branding inside out: Developing user-friendly interfaces has become very important. This is humanizing which can be explained in the brands that add meaning to their customers’ lives. Today, these occupy more space in their consumers’ minds.

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  12. Successful communication helps us better understand people and situations. It helps us overcome diversities, build trust and respect, and create conditions for sharing creative ideas and solving problems.
    On the other hand, effective communication is about more than just exchanging information. It’s about understanding the emotion and intentions behind the information. As well as being able to clearly convey a message, you need to also listen in a way that gains the full meaning of what’s being said and makes the other person feel heard and understood. Thank you doctor for this interesting topic!

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  13. Like a great relationship, all great commerce is based on solid communication. The establishment of commerce is connections together with your representatives, accomplices and vendors and the foremost imperative thing is along with your clients. Building these connections through solid, clear communication is what separate a trade that flourishes from a commerce that fall flat.

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  14. Building connections with your consumer should be the main target since they are the one how shap your success which help us to be more integrated with there need and way of thinking. We should not also forget the timing in marketing which a crucial factor since timing could ethier put up or down in the marketing world.

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  15. Communication between seller and customer is very important. building a solid communication helps the commerce understand people and this is why they need to listen for customers needs. Moreover it is important to have mutual understanding and connection. this is why beside the quality of the service we are giving it is important to be sent with a message so we should :
    1-create a special online content for our product and always be up-to-date in trends
    2- make a comment section open for people so they can share their experience with your product and so they can give feedback and let other people see it . because new customers always look for other’s recommendations
    3- developing a sense of citizenship : Nike for example have reduced their carbon emissions by 6%
    4-personalized replying: with the new technology companies are now replying on customers in a fast easy way and by using their own language and maybe with emojis that can add more intimacy
    5- let the customer lead by letting them communicate and interact with you
    6- humanize your brand by adding meaning for customers to make it more fun for them.

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  16. The relationship between the customer and the brand should be strong in many reason
    first the customer care about how using media in general, all costumer in media plan they ask about many question to interesting about work between them, and they care also about the relation in company between the staff and the manger if this company work in one hand makes them contented.
    It’s very important topic! Thank you Dr. Hasan!

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  17. it is important to have good communication skills to show customers you understand what they actually mean. Speaking clearly and effectively is important for customers,It helps us overcome diversities, build trust and respect,and it is very important to give customers a real feel with augmented Reality,they need to listen for customers needs to achieve understanding and connection.Thank you doctor for this interesting topic.

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  18. This article is delightful because it shows us that like a good relationship, all good business is based on strong communication. Any successful business person will tell you that’s because the foundation of business is relationships – with your employees, partners, and vendors, and most importantly with your customers. Building these relationships through strong, clear communication is what differentiates a business that thrives from a business that fails. The tips below added a lot to my knowledge:
    • Real time content creation and scarcity of time:
    Real time communications is important to consumers and business customers because in the wake of widespread adoption of smartphones they have come to expect immediacy in customer service and information exchange.

    • UGC: user-generated content refers to content related to your brand that’s created by someone who’s not an official representative of your business. It could be a social media update, a review, a video, a podcast, or a number of any other types. As we are all aware of peer to peer efficiency.
    • Sense of citizenship: companies nowadays are highly working on CSR, where they show empathy for their society and environment as many are applying UN’s sustainable development goals.
    • Personal approach: it is ultimately satisfying when the customer feel valued from the brand he’s loyal too. As companies nowadays are working more on the customer service do they always follow up and any customer and directly contact them.
    • CRM to CMR: The shift from CRM to CMR represents a sea-change in the dynamic between brands and consumers, with brands scrambling to keep up with the constantly shifting demands of today’s ‘connected customer’. This new breed of consumer is always on, mobile-centric, filtering, sharing, and experiencing.
    • Branding inside out: humanizing your brand can allow for a deeper connection to be made with your audience. It can also create a sense of trust between you and your viewers and make room for engaging conversation. Humanizing your brand can help maintain a positive relationship between company and consumer.
    thank you!!

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  19. In today’s fast world, nothing is constant but the change itself. In order to keep up with the changes and stay in the competition, people (particularly working in an organization) need to possess good communication skills.

    Viable communication is almost more than fair trading data. It’s almost understanding the feeling and eagerly behind the data. As well as being able to clearly pass on a message, you wish to moreover listen in a way that picks up the total meaning of what’s being said and makes the other person feel listened and caught on.

    On the other hand, Excellent communication skills are important because communicating and speaking clearly, effectively, efficiently, and politely will show customers that you understand what they actually mean instead of what they are simply saying.
    thank you doctor!

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  20. Who among us today cannot benefit more available to him, such as Facebook, email, voice and photo, we are in the era of speed and technology .Like a good relationship, all good business is based on strong communication. The foundation of business is relationships with your employees, partners and vendors and the most important thing is with your customers. today the communication is so important . thank you

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  21. Communication is the leading key for the finest effect on consumers.
    Customers utilize what’s simple for them which make communication energetic; companies must have all sorts of communications. Communication must be clear, Catchy and solid something else the Commerce will Drop. So straightforward topic, thank you.

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  22. being engaged with the customers is an important key to a successful long term relationship, it helps to build a loyal customers
    plus, communication sometimes is more important than just selling your product or service and take the profit, for the continuity of the company, you must take an approach to the customer and make him feel a part for your production process by taking into consideration his feedback and point of view. by doing this engagement, the company’s name will stick into the customer’s mind.

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  23. Marketing is all about communication, and it is the way for success or failure. Bad communication may have a disastrously impact on the perception of the brand as said in this article. Also when talking about communication and marketing the most important factor is the TIME in the business world. Time is the war space between the brand and its competitors, if the consumer feels that his time is wasted they will lose him. On the other hand, the researches shows that it is important to let the costumer to give a feedback and make comment and reply on them since the costumer trust the peer recommendation more than the companies sales message. In terms of communication also, it is noticed that brands are playing a role in environmental and social factors and making more from personal approach and showing there real image.at last humanizing a brand can lead to a good relationship between the brand and the costumer.
    As a conclusion, communication is nucleus of marketing and we should always remember that the main goal is to build communication with the consumer to have success and achieve goals.

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  24. This is a great article that sheds the light on how to deal with the changing needs of customers and users by creating a user and customer generated content.

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  25. Communication is important especially when it comes to customers this will build good relationship. Other than that communication helps by knowing what the customers really wants not only selling them products, when we communicate the customers will be loyal to the brand we’re selling. Was very interesting to read it.

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  26. What’s made clear is that communication is key when it comes to companies and their customers. Companies have come a long way into making their customer comfortable and having them feel like their the ones in control such as being able to give feedback, reviews, comments etc… Also the friendly relationship a brand holds with their customer and making them feel like they actually care such as mentioning the customer or calling back to ask if they’re satisfied is very important when it comes to customer loyalty.

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  27. “Trends In Communication ” is a very interesting title that force reader to start asking questions even before start reading. And that was really interesting. This article is trying to shed light on how social media communication can lead to a success of a brand and at the same time loss of a brand . Since online platform is essential to any marketing item . Customers nowadays are almost seeking to the media platform when hearing about any new item or any new brand. Any mistake on social media can lead to a great loss to many companies. An issue that add an extra stress to the marketing team responsible for such issues. This new generation is always looking for popular items mostly shared on social media. So “trust” is essential to lead to success. This argument add another topic which is fake items fake brands fake websites that disappoint customers and lead some to avoid shopping online.
    It is very interesting topic to debate about thank you dr. for sharing

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  28. Strong communication, interaction with the customer and gaining their trust is the key to success, because the main goal of success is to build good relationships with the consumer. Sometimes communication is more important than profit and selling for the continuity of the company or product. Finally, we do not forget the most important factor in the business world, which is time. Which if the consumer feels that his time is wasted, he will lose it, so you must choose your appropriate time.

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  29. Reading this was so interesting yet beneficial.
    In my point of view, brands need to seek what customers want and need. In order to properly communicate to the public, brands must have a strategy that fits and suits the type of customers each brand has. It is simple yet complicated if one brand couldn’t plan for it well.
    Showing the difference of CRM and CMR was so interesting, many of us need to know that CMR must be applied nowadays instead of CRM. Why? Because customers want brands to approach them more, to know them more, to serve their needs and wants. So by applying CMR, a brand will seek success of communication with its chosen audience.

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  30. The relationship between customers and the brand are very strong now adays and very important since all technology now adays based on social media.So even companies has relationship between them and their coworkers .thank you dctr for the new ideas .

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  31. Thank you Dr. Hasan for the very interesting topic. It really enriches the readers’ minds, both the producers and the customers. Nowadays we’ve got familiar with many advanced communication trends that makes a great impact and plays an important role in our decisions regarding any product. All over the globe millions of people use the search engines when they need to buy a certain product, visit a physician (doctor) or dine at a restaurant. For example, the positive or negative reviews with regard a restaurant effects many diners’ decisions. Also, the customers relationship management is highly important to the success of any business. The producer should always seek the best communication trends to keep growing and reaching to the target customers.

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  32. The world of customer communications is constantly changing, and with the rate at which our technology is advancing, these changes are happening faster than ever. Clear communication with the customers and making them satisfied is the key of a successful company since this success is build and based on the customer. As our world continues to become more and more digital, this feeling of being on a ‘hamster wheel’ is likely to continue.

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  33. Indeed! A proactive communication improves the quality of customer service. Customers easily recognize how much effort you put into solving their issues and they begin to trust you more. Proactive communication helps to identify any pain points the customer may have and prevent them from turning into more serious problems

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  34. the customers are the center of attentions in all companies. without them any business cant grow, they are the master key in the company’s growth, they want to choose with whom they’d like to have a relationship, what they want to buy, how they want to interact with your company, CRM fails to do this. after reading this article and Showing the difference of CRM and CMR , many of us need to know that CMR must be applied nowadays instead of CRM.

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  35. Communication between seller and customer is very important it is good to have mutual understanding and connection. we should be create a special online content for our product and always be up-to-date in trends plus making a comment section open for people so they can share their experience with our product and so they can give feedback and let other people see it because new customers always look for other’s recommendations and developing a sense.

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  36. Trend in Communication:

    Communication between seller and costumer is very important that it helps commerce that is based on solid communication to understand people so in the way they must listen for customer needs and for effective communication is to exchange information’s, SO it should be super clear otherwise the business will fail.

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  37. I think It is very interesting talking about the importance of applying using CMR instead of CRM nowadays ..
    You can always realize the uniqueness in your business from clients points of view, by what they need and what they are all desiring ,by speaking to them with their language and engaging with them .customers are always looking for something and by talking their language and building a right communication , you will end having a very strong consumer relationship with them , which is very important for the success of your business .On the other way I believe that bad communication with customers can lead to a company collapse.
    The guide for this is taking the success of Steve jobs (Apples company owner) as an example since he did an incredible job in positioning apple and his products by knowing his audience very well. 🙂

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  38. thankyou for sharing this interesting article dr.Hassan!
    Successful marketers always seek ways to keep up with what is happening in the world.
    also ,Focusing on customer communication is important to the long-term success of any business . consumers is the central element, we should to know them more, to serve their needs and wants.
    we should to build a good relations with them .

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  39. Thank you Dr. Hassan for this amazing and very useful topic.I agree that strong communication helps to build and maintain relationships with customers, regarding the fact that an effective communication can also help the working relationship between the staff too not just the customers. In other words successful communication helps us better understand people and build trust and also solve problems, whereas, effective communication is about understanding intentions and emotions.

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  40. It was amazing, beneficial, and helpful. Building a good relationship between the consumers and the manufacturers is a great idea since it helps the brand to get a good reputation by wich leading the brand to achieve a successful business. Also the importance of listening to the customers is an important part in building a good business, since when you listen to your customer you will serve him better

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  41. Communication Blog :
    This article is amazing since it shows us a good relationship with a good business, and how to work with employees.
    -Real time content is so important for employees because it makes a direct connections with them.
    -A good business must build and have a good CSR, so they may attract their customers more.
    -A business company must contact their employees in personal so they feel good and get a good respect and they can exchange loyalty.
    – civilized or humanized ur brand so u can be more in-contact with ur audience and can build a trust with them.

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  42. Commnications can make things more clear and could make things more complicated depending on keeping updated . You can’t say something if your not acknowledge about it depending on the change which means on the update . Just like buying iphone 8 when iphone X is already the newest but you didn’t know since you are not updating .

    You should always look deep into the contect provided in the right timing since time is gaining alot of importance in business.
    The ugc which stands for user generated content , where recommendations speaks louder than sales messages .
    Citzenship is also a concern , where it should deal to achieve the global goals if not all at least some or else it will lose the sustainability

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  43. It was very interesting to read this. The successful business is based on the way the company or brand communicate with the employees, and nowadays social media make it more easy for this communication. So the brand or company must work hard on building the communication with the employees to make it easy for them to chose which side they Will support.

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  44. It was interesting reading this, it’s really a positive thing to know that the brand can leave a mark on customers without even wanting to buy .
    On the other hand, something interesting to me, is that communication also helps in strengthening the relationship with the employees. It is a very important position and affects the employee’s work effectiveness .
    Thank You doctor for sharing this with us !

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