Why the trend to brand advertising means we need to think more about the long term – Part 1

Paul Dyson

This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.

Why it matters

Marketers are realising that a combined strategy of brand building and sales activation is the best approach for long term success. For many advertisers this means moving budget away from short-term activation into longer term brand building...

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