“Branding” is the most overused marketing buzzwords these days. Everyone keeps rabbiting on and on about their brand. But there doesn’t seem to be any consensus about what branding actually is or entails.
I firmly believe that if you position your business properly, promote yourself consistently and well, keep your promises and deliver excellent products and customer service, you will be rewarded with a well regarded brand. But isn’t this simply the essence of marketing?
Bob Bly has an interesting post and comments about branding and marketing ROI on his blog: http://www.bly.com/blog/?p=198
Excerpt: I hate the whole stupid concept of branding. I’m IN advertising, and I hate how way too many agencies throw “branding” around because they know they can get clients to spend a lot of money on something that can never be measured.
About the author: Charles Cuninghame is a brochure copywriter and marketing trouble shooter who helps business owners and marketing managers attract more clients.
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