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Is branding (or any form of marketing communications) a cost or an investment, luxury or necessity? Well, it rather depends on whether it’s any good. A branding initiative based on a flawed strategy, creative proposal, product or media plan is certainly a luxury nobody can afford.
At CBC we firmly believe branding must yield a noticeable (although not always measurable or instant) return. Achieving this, however, demands taking the same judicious approach to branding as you would to any other aspect of your business.
As part of this we urge customers whenever possible to work with us (and research professionals) in defining realistic goals and a system for tracking them upfront.
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