BrandActional® Advertising: building brands by driving sales

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...