Closing the brand/response gap

Andrew Cohen argues that success in today's market place comes from 'connectivity' (shrinking the gap between brand and response), and this demands a balanced combination of brand building and response generation.

Closing The Brand/Response Gap

Andrew CohenExposed Brick

The accepted definition of a straight line is 'the shortest distance between two points'.

Companies marketing a product or service in the US have lost touch with that simple truth. Typically,...