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CASE STUDY |
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| First, simplify the project goals: To teach what makes a Mercedes a Mercedes. Clarify the differences among all 40 models. And illuminate what sets them apart from the competition. To provide a wealth of information rather than an excess, I restructured the Guides using quick-reading copy points supported by clear benefits, and compiled all of the brand-wide virtues into a single Core Technology Guide. I also focused only on features that passed the simple test of “Would this change a person’s buying decision?” |
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