Lesson 2: Pulling off partnership takes self-awareness, collaboration and determination, especially during hard times.

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Marketing to women is a growth market and gender-awareness can pay off, as others are finding.

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Wisnefski feels the online dominance will translate to off-court fame and increase his brand awareness.

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It also kicks off a month-long campaign to raise awareness about the high rate of the disorder and how everyone can get involved to encourage early intervention and more funding.

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To address these cultural issues, the year-long National Hispanic Corporate Council program at SMU's Cox School of Business starts off with a heavy dose of self-awareness exercises, case studies and discussions.

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To this end, universities in England already have individual targets on admitting more students from poorer homes and under tighter controls brought in with higher fees in England, have to show they are spending money "widening participation" - whether through grants, money off tuition fees or helping raise awareness about universities.

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All the heightened awareness around these issues can pay off for kids, as it has for six-year-old Aden Weber of Flagstaff.

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Watson has a low N-Score as of October because his awareness scores are so low, but his appeal scores are off the charts with 68% of respondents saying they like Watson (or like him a lot).

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