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When you're first out the gate in a new category, your marketing effort is going to go into educating your customers. apcus cofandranco jackson nol: "You need to evangelize the category, not your product" He says he hasn't seen anything particularly impressive from some of the newer brands that are trying to go up stream. But i know how that story usually ends and we always knew it was a wave that we would surf, but not surf on for ever.
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