Question: E . l . f . recognized its brand had lost its voice in the crowded beauty market and decided to invest primarily in brand

E.l.f. recognized its brand had lost its voice in the crowded beauty market and decided to invest primarily in brand building. Brand building is the longer-term process of building awareness and image for the brand and establishing connections and loyalty among consumers. The company set shorter-term sales as a secondary goal.
Do you agree with this approach?

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