myth ten – say it and they will believe it

50% of consumers don’t trust what they read or hear A couple of years ago, I saw a television commercial for a home builder who claimed to build ‘better’ homes. I emailed an executive of the firm to ask two questions: What does better mean? Will anyone believe you? My argument was that very few…

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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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