Whether they are advertising on a website or on TV, all club owners face the same challenge: how to connect with their audience. For the most successful campaigns, it all starts with a great brand, says Denise Lee Yohn, author of "What Great Brands Do." "They're connecting beyond a specific product," she says. "They're tapping into people's emotions and aspirations. And they create more of that emotional and personal connection that people are looking ...

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