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Sushi Surprise

For true marketing inspiration, head for your product's home turf.

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This story appears in the August 2001 issue of Entrepreneur. Subscribe »

In the age-old quest to get good products the attention they deserve, sometimes you have to turn to your market instead of racking your brain.

Before

Denver-based Brand Management Inc., a food branding consultancy, recently got the nod to help a local supermarket chain improve consumer awareness of its prepared sushi offerings. The main objective of the project was to convince potential customers that the supermarket's take-home sushi is as good as restaurant sushi.

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