Buck Anderson posted on June 29, 2007 09:26 :: 2436 Views
No. Promotional messages contained in advertising are critical components to getting out the word about your company and its products and services. But advertising campaigns come and go, shifting according to the specific needs of your company over time.
Your brand is permanent. It consistently reinforces the appropriate messages to your key audiences. A brand is the core identity of your company. It is what appears on the bottom of your ad and represents the personality that goes to the heart of your positioning. Your brand is bigger than any advertising, public relations or direct mail campaign you will ever do. It is the one thing that doesn't change.
*AllBusiness.com provides resources to help small and growing businesses
start, manage, finance and expand their business. The site contains
Forms & Agreements, Business Guides, Business Directories, thousands of
Articles, Expert Advice, and Business Blogs. Material copyrighted by
AllBusiness.com.