Grow your brand: from source to communications
Sue Burden
First, it is important to distinguish between short-term sales uplift and long-lasting brand growth – genuine brand growth will usually involve some development in key brand metrics (for example, a change or strengthening in perceived brand image or personality) rather than a short-term sales response that will be very useful, but will not usually have a long-term effect on the brand.
Serious brand growth demands rigorous research, detailed planning and a relentless focus of activity. Basically, there are three main stages to this.
STAGE ONE: BRAND GROWTH – THE SOURCE
Just...