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12. Corporate communication
Three subjects are so intertwined in everyday logic that in communications it seems difficult to separate them. And yet, this is more than necessary. These are subjects with very different destinations and messages, which need to be used wisely to release their full power: the company, the product and the brand.
12.1 The new role of corporate communications
The company here takes on the meaning of work tool, organization, it's the corporate. This is a subject that is very much in the forefront of large groups, but often forgotten by SMEs. Instead of answering the question "Who are we?", we often find a sales pitch on the product. And yet, this is a vital subject, because it's all about discovering who's behind the products.
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