opportunity – 82 of 150 Welcome to 2017. It is good to be here with you. Let’s hope this is a year that delivers many opportunities and that we all have the courage, energy, and foresight to capitalise on the best of them. Your advertising agency has almost certainly talked to you about the benefits […]

opportunity – 82 of 150 Welcome to 2017. It is good to be here with you. Let’s hope this is a year that delivers many opportunities and that we all have the courage, energy, and foresight to capitalise on the best of them. Your advertising agency has almost certainly talked to you about the benefits of building a great brand – more enquiry, higher conversion rates, bigger margins, better staff and greater staff performance. While few of these benefits are ever realised, they are, nonetheless, valid. What advertising agencies tend not to tell you is that no brand was ever built through advertising. Brands are created through effective human resource management – but advertising agencies cannot make money from this. Human resource management is a subject for another blog. Today, I will focus on the most important word in the title of this piece – ‘credible’. A brand that will…