WHAT ARE THE BENEFITS OF BRANDING, MARKETING AND COMMUNICATION? 3 failings and 3 benefits – 3 reasons to join the NETWORK Enormous sums are invested each and every day in branding, marketing and communication. I would go so far as to argue that enormous sums of money are wasted each day on branding marketing and […]

WHAT ARE THE BENEFITS OF BRANDING, MARKETING AND COMMUNICATION? 3 failings and 3 benefits – 3 reasons to join the NETWORK Enormous sums are invested each and every day in branding, marketing and communication. I would go so far as to argue that enormous sums of money are wasted each day on branding marketing and communication The failing in terms of branding marketing and communication in Australia include: Limited consideration of the alternatives Limited tracking and accountability Limited strategic thinking For most people in business branding and marketing means communication, or more specifically advertising and public relations when in-fact they are very different things and communication while generally the most expensive is not always the most effective approach to achieving outcomes Australian business relies too heavily on communication and in particular traditional advertising It is rare that the effectiveness of branding, marketing or communication is tracked closely enough to make…