Above the line advertising. It is still a key tool for building brands

No sensible person would argue with the idea of 'integrating' marketing activity in order to produce coherent brand identity and more efficient results.

Above the line advertising. It is still a key tool for building brands

Paul Feldwick, BMP DDB Ltd, United Kingdom

WHAT IS BRAND IDENTITY?

Brand identity, as I shall use the term, is not a scientific construct that can be accurately defined or measured....