great marketers in 2022 – perception is everything – and need not reflect reality.

I have written in previous articles about the difference between an organisation’s or, indeed, individuals, optimum and actual brand. The optimum brand is what the target market needs to say about the organisation or individual needs to say about the organisation or individual (when they are not in the room) if sales and margins are…

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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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