Brand communications: are you spending enough to grow?

John Wanamaker (1838-1922), a successful United States business owner, religious leader and political figure, famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” While some executives feel similarly about brand communications, the truth is, it should support a company’s efforts to drive revenue in a very clear way. The key is understanding what brand communications is, what it is not, and how to measure its success.

Brand Communications is not Sales

It’s amazing to me how many senior executives don’t understand that brand communications is NOT sales. Instead of selling your product or service, brand communications helps create an environment in which all elements of the organization can thrive including sales. When the target audience is aware of your brand and has a favorable perception of it, then all company efforts including investor relations, talent recruiting, community relations and especially…