CRACKING A BRAND'S DNA

Times are tough. Budgets are tight. Businesses are scrutinizing every line item and asking, "Do we really need this, and do we really need it now?" And when they get to the line item marked "Brand Expenditure," it's a good question.It's one thing to make a case for advertising expenditure. It's quite a different story for broad-based brand spending -- for things like understanding, defining and articulating

Times are tough. Budgets are tight. Businesses are scrutinizing every line item and asking, "Do we really need this, and do we really need it now?" And when they get to the line item marked "Brand Expenditure," it's a good question.

It's one thing to make a case for advertising expenditure. It's quite a different story for broad-based brand spending -- for things like understanding, defining and articulating a brand, making sure we look the same and say the same things across all our

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