How to Use Advertising to Build Brands: In Search of the Philosopher's Stone
Spike CramphornAdd+Impact International
The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honours the servant and has forgotten the gift.
Albert Einstein
BACKGROUND
Medieval scientists (alchemists) spent centuries seeking a mythical philosopher's stone that would transform base metals into gold. In the latter part of the twentieth century, the marketing equivalent was to find a sure way to understand and manage the relationship between advertising and subsequent brand purchase. And so, particularly...