In the branding space, there are two realities. The first consists of market demographics, media calculations and frightening rules of thumb to guide brand owners in their strategic and spending decisions.
The other reality exists in the space where most brands actually live. That is the true reality, the one you’re probably using right now when you make annualized branding decisions for your company.
It’s surprising that it’s little examined, despite the substantial volume of regularly published reports on brand marketing expectations and recommendations.
(To read the full article, click here: http://www.piworld.com/blog/getting-real-about-branding-tom-marin)
