Five steps to brand growth

This Knowledge Point article suggests that successful brands share a number of common features. An honest appraisal of their current circumstances leads to the development of a differentiating strategy: one based on real insight.

Five steps to brand growth

In the 1970s, the IPA launched its Advertising Effectiveness Awards in the UK, designed to rigorously demonstrate the role of advertising in brand building and profit generation. We've analyzed the past five volumes of this body...

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