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  Cultivating a strong brand and establishing yourself as an expert in your field are both important for attracting and retaining customers. However, you should use these two strategies in different ways to reach potential buyers, as they serve different purposes. Capturing the attention of hidden buyers is more challenging than ever. These elusive consumers browse and research in silence before making a purchasing decision. To reach them effectively, brands face an ongoing battle: brand equity vs. expert authority. Brand equity revolves around recognition and trust built over time through consistent messaging and quality experiences. On the other hand, expert authority highlights knowledge and insights that position your brand as a leader in its field. But which one holds more power when it comes to winning those hard-to-reach customers? As we dive deeper into this intriguing dynamic, you’ll discover how merging brand equity with expert authority can create a marketing strategy th...