embrace a powerful continuum with one objective

9 objectives reduced to one It has been suggested that a brand has nine broad objectives: Identity Recognition Awareness Engagement Advocates Equity Share Margins Loyalty I would argue that the first 5 of these objectives simply serve the achievement of the last four. As such, it might be argued that a brand has just four…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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