great marketers in 2022 – know that consumers don’t know what they want.

It may sound absurd, but no matter how much they might think they do, consumers don’t know what they want. Indeed, Henry Ford once said: ‘If I had asked people what they wanted, they would have said faster horses.’ Expressing a similar sentiment Steve Jobs once said: ‘Some people say, “Give the customers what they…

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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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