BrandActional® Advertising: building brands by driving sales

Jeff Haggin

Jeff Haggin, CEO and President of Haggin Marketing, argues that a direct response element should be built into every communication, on-line or off-line, so that by counting responses you can see what is working and what needs fixing.

BrandActional® advertising: building brands by driving sales

Jeff Haggin

Wheaties is the breakfast of champions, as everyone in America knows. Marketing executives at General Mills set the strategic brand framework many years ago, then spent what was needed to get the message to the broadest possible audience. Wheaties earned its place in the public's mind (including my own) through top-down branding. Nevertheless, even though I know it's the breakfast of champions, I've never eaten Wheaties, not even on my most athletic days.

It is much the same when it comes to my admiration of the brilliant advertising...

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