If you have an in-house marketing team, call them into your office. If you use consultants, get them on the phone. If you're a marketer yourself, look directly into the mirror. Dispense with the small talk, and let some silence build dramatic tension in the room. Then, in a thoughtful voice, ask the one question that has the power to cleanse the earth of mushy-headed marketing. "So tell me, what exactly is a brand?"
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What, Exactly, Is a Brand?
Don't believe the mystifying, long-winded explanations of trendy marketers. The answer is much simpler -- and absolutely essential to grasp.Read More...
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