If marketing is at the centre of the business universe, then the Brand is at the centre of the marketing universe.
Every customer and potential customer has a relationship with your Brand – good or bad but never indifferent. This relationship does not simply influence purchasing behaviour, it dictates it. Your Brand franchise is the sum total of every tiny “behaviour” in which your Brand engages and each of those behaviours will either add to or detract from the relationship with your customer or potential customer. Read more >>
....Run With the Big Dogs, or Stay on the Porch
By Traci Gere
First Published on www.marketingprofs.com
Marketers get it. To generate support for plans and gain access to needed resources, marketers need to be able to show and prove the connection between spending and desired strategic and financial outcomes. Read more >>