Cos 'The Brand Boss' Mingides, co-founder and head of effectiveness at B2B agency True, declared, "Demand gen likes to take all the credit, comparing it to 'the opportunistic striker standing on the goal line, tapping in the ball that brand building delivered from the halfway line.' He emphasized the power of brand in getting into buyers' minds long before they realize they need you. 'When someone moves from out-of-market to in-market, the first place they look is their brain.'"},{
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