Chapter 11. How to brand and advertise your company effectively
How to create a brand
Colours and branding
Advertising
How to choose a tagline
How to place your adverts
Dealing with advertising agencies
‘Sanely applied advertising could remake the world.’ | ||
| --Stuart Chase (1888–1985), economist | ||
Good branding is worth a fortune. Just think of the brand value of Coca Cola, Nike, Levi’s or a whole host of consumer products. Brand is the single most valuable thing these companies possess and it is literally worth billions to them. Service industries have, in general, been a lot less smart about the way they promote their brands. A few, such as McKinsey’s, have got some of the way there, but most fall far short of what can be achieved.
How do you create a ...
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