Identifying the right combination of branding and direct response marketing is essential to establishing brand awareness, growing your customer base, and making sales. Together, the two approaches ...

Branding acts as a verb and describes the "how" part of the brand puzzle. To ensure your marketing efforts are consistent when you're considering business branding, ask yourself: How will your ...

Nike's recent strategic pivot back to brand building sends brands an important signal about the limitations of relying too ...

It’s a common scenario when businesses need to decide if they should do all of their PR and marketing in-house or hire an ...

Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of ...