Admap Direct
Bondage is Best
Tom Rayfield
Garth Hallberg has come up with an old idea (with a new twist) that seems to work rather well.
For many years the more thoughtful clients and agencies have realised that it is more profitable to sell brands than products. A product can quickly be superseded technically or undercut in price, but consumers will remain loyal to a brand for years. JWTs Stephen King pointed out in the 1970s, in What is a Brand?, that a brand belongs not to the manufacturer but to the consumer.
Hallberg is an independent marketing...