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branding don't buy in

What You Need To Know About Branding

Brand Delusions BookI just finished what I think is one of the best books written on Branding I’ve ever read. It’s called Brand Delusions. It teaches you what branding is by telling a story of company in trouble and how they saved their brand. It’s an entertaining way to learn about branding and the counter-arguments you’re going to get when you try to adapt a new culture in your company.

Your Brand is a widely held set of beliefs and expectations about what you deliver and how you deliver it, validated by customers’ experiences.

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You Know Advertising Is Down When…

You just proved bench advertising works.Have you ever driven past a billboard and on it there’s some cliche, “hey you looked!!! see advertising does work!!!” line trying to promote the usage of billboards?

This is a sign advertising is on the decline in that area.  If it was such a great medium the company wouldn’t be foregoing revenue to put their own “hey you should advertise here” bullshit.

I’ve heard in Regina, many billboards have a 6 month wait list to get on them (though this isn’t verified) and I don’t think I’ve seen an advertisement promoting billboards on a billboard in Regina for a long time.

In Palm Springs however, you see many billboards talking about how great billboards are.  It’s their low tourist season right now so no wonder advertising on billboards isn’t in high demand.

The next time you see a billboard advertising about how good they work, you now know exactly what they’re actually saying.