YOU ARE ALMOST CERTAINLY SPENDING TOO MUCH ON COMMUNICATION In my experience more businesses that not are spending too much on advertising, believing the self- serving crap that commission earning advertising agencies are telling them. Have you ever noticed that the solution to every issue delivered to an advertising agency involves: New creative? More media? […]

YOU ARE ALMOST CERTAINLY SPENDING TOO MUCH ON COMMUNICATION In my experience more businesses that not are spending too much on advertising, believing the self- serving crap that commission earning advertising agencies are telling them. Have you ever noticed that the solution to every issue delivered to an advertising agency involves: New creative? More media? A combination of more media and new creative? Have you ever noticed that when an advertising agency reviews a brand the conversation automatically goes to: A new logo? A new strapline? A new name and a new strapline. All this occurs while Zara (the world’s 4th largest retailer), Tesla (the world’s 13th largest car manufacturer), Costco (one of the world’s largest grocers), Rolls Royce (the world’s number one luxury car), Krispy Kreme (one of the world’s best-selling confectionaries) have no advertising budget at all and almost never change their visual branding. All of these businesses…