Over the years, the somewhat myopic response to the question of marketing effectiveness has too often been one where activity was initiated in the name of branding as a mere proxy for awareness, but with nothing more concrete or rewarding in place in terms of measurement.
It's a lazy response that makes for a lazy investment.
And last week, I heard a great quote in which a department head at a news and media organisation expressed his opinion on the impact of branding. Or, to be precise, the lack of it.
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