Developing brand assets

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.

Creative Effectiveness, Twose and Wyn Jones, 2011

The importance of branding

In the last few years there has been a refocus on the benefits of brand building; this is at least in part due to the persuasive arguments put forward by Byron Sharp and the analysis by Les Binet and Peter Field. Rather than relying on the immediate

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