Shiny Objects

February 19, 2008

One of the worst things a brand executive/marketer can do is to create advertising or marketing that is a distraction from the Brand Core. This distraction comes in many forms - cheap tag lines, discount offerings, reward gimmicks, shock/entertainment - all things that are unnecessary if you have properly communicated the original simple idea that is your Brand Core. In short, sell what you are.

Posted by justin | Filed Under Brand Core