Part 1 - What is a brand campaign? (Audio Version) - S4 Ep15
Champagne Strategy
00:00
Factors Leading Marketers Astray and the Downsides of Brand Campaigns
This chapter discusses factors that lead marketers astray, such as the decline in customer acquisition yields, government policy changes affecting digital measurement systems, and the focus on large corporate brands at the expense of smaller businesses. It also highlights the tendency for challenger brands to make unwise investments by emulating bigger brands and the challenge marketers face in explaining certain terms.
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