Branding: Three Things You May Be Doing That Don't Work

摘要

You're at a crossroads with your branding, marketing, advertising or other communications. To paraphrase department store icon and branding legend, John Wannamaker, you know half of your branding budget is being wasted, you just don't know which half.And that's not the half of it.Communications channels are in flux these days. TV, radio, print, interactive, direct response and corporate communications are scrambled like lightning-fried wires in a transformer box. The old rules no longer apply. Sometimes the new rules don't even apply. In this churning environment of change, let's look at the top three things you may be doing that don't work anymore.