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This situation has created a divide: those who are deep in the thick of the supply chain can’t easily convert that proximity into brand momentum. They tend to stick to just selling products, which solidifies a sales-only mindset. On the other hand, those who are removed from the supply chain might wait a month or more just for a sample, and any small error means starting from scratch. Therefore, they have to carefully figure out what they really want to achieve, identify their target audience, where they are, and how to effectively communicate their story to potential consumers…