I S U R U S M A R K E T R E S E A R C H A N D C O N S U L T I N G Case Study: Medical Equipment Ad Development 1. Identifying the issue A distributor of medical equipment and technology was in the process of freshening its corporate branding and messaging efforts. Traditionally advertising in the category was very conservative. The marketing team believed that the target audience was often younger and hipper than the “grey hairs in

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