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Intel the U.S. microchip manufacturer had a strong global brand but had dumped millions of dollars into Japan without making a dent in the crowded electronics market. Corporate executives in Santa Clara, Calif., wanted a quick turnaround and appointed Sellers as director of marketing in Japan with high expectations. The author, who now works in Phoenix as Intel's vice president of investor relations, preaches the students that his first step in Japan was to gather information. He says successful brand managers are artists, but first they must be scientists. "Don't apply the art until you've done the science," he says. "Before you can start dealing with any problem of any kind, you've got to know what you're working with."
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