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Paper becomes money when we accept its value. A film is a hit only if the public likes it and not when the director likes it. The thumb rule is that the USP must become the UCP for any brand to succeed. Stand for something being sure of what you stand for. A well defined problem is half solved.
Every business has certain goals and visions at the onset, many a times they are either washed out or forgotten. Change is inevitable; in some cases the changing time changes the trends. In both the cases one has to adapt and assessment helps you learn for the past, comprehend your present status and thus plan your future. It also helps you predict the consumer reaction to the forthcoming change.
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