opportunity 90 of 150 Given that I spent 20 years of my life running an advertising agency, suggesting that a business should sack its advertising agency does not come naturally to me. And, I would not suggest that every business sack its advertising agency. Many agencies are doing very good work and are an excellent […]

opportunity 90 of 150 Given that I spent 20 years of my life running an advertising agency, suggesting that a business should sack its advertising agency does not come naturally to me. And, I would not suggest that every business sack its advertising agency. Many agencies are doing very good work and are an excellent fit for the client. That said, many are not! I am suggesting that you sack your advertising agency if that agency offers any of the following three propositions: Branding is creative magic Brands are built through communication Brands can be built overnight While creative thinking is required, and valued, in the process of defining a brand and, possibly, communicating the brand – it has no role in the critical issue of living the brand. Further, branding is much more a strategic process than it is a creative process. Defining a brand involves: Establishing the market…