Marketing Consultant
Few subjects are discussed more and misunderstood more that ‘brand’ and ‘branding.’ These terms can of course, mean different things to different people. Additional terms for consideration are – ‘actual brand’ and ‘optimum brand.’ For the purposes of this discussion, I will define these terms as follows: Brand – what your target market says about…
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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.....