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Social media has put the one-to-many model of marketing and branding on steroids. It used to be that companies had to market to people by sending catalogs, brochures, postcards or other direct mail pieces. It was time-consuming to get all that promotional material printed, collated, folded and out the door into a local mailbox. Whew, it feels like a lot of work just describing that process (not that there isn't a place for direct marketing still). But, for the record, let's talk about what a brand is and isn't. A brand is not your logo, your corporate colors or the font you use for callouts on your blog.
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