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This time we’re talking about branding and brands.
In an era where everything can be sold quickly and effectively through digital channels, many marketers tend to forget the importance of the brand. Building a brand takes time and is hard to measure. An entire generation of marketers has grown up with the knowledge that advertising in digital channels can yield measurable results very quickly. Investors expect growth immediately; nobody has the time or patience to build a brand.
In short: the brand is important, even in the digital age.
