how much does the brand matter?

The marketing and advertising industries go on and on about the importance of branding. There have been more articles written on this subject than probably any other in the area of marketing. Building brands is seen by many advertising agencies, as evidenced by their websites, as their primary function and their capacity to build brands […]

The marketing and advertising industries go on and on about the importance of branding. There have been more articles written on this subject than probably any other in the area of marketing. Building brands is seen by many advertising agencies, as evidenced by their websites, as their primary function and their capacity to build brands as seen as their “exclusive intellectual property”. What’s more, I agree that brands and branding are important. Brands are important but they are not the be all and end all of marketing and communication. In discussing this issue with some colleagues the other day I was asked what brand of butter, cheese, honey and laundry detergent I purchased. Strangely enough I do purchase these things from time to time, but more importantly, I couldn’t remember any of the brands. Could you? Can you recall the brands of products you purchase in the supermarket. If you…

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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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