Introduction

Brain hurt scale = 6/10. This is the second half of the former episode which will complete the audio version of Part 3's article.

In the former episode we covered in detail the first determinant of effective advertising - reach.

In this one, we explain what is 'brand' and how 'branding' actually works or doesn't work.

Then we explore the third factor which is all about making products 'easy to find and buy'.

Followed by even more myth busting at the end to put everything into a practical context.

This is an audio episode version of the first half of part 3's article published at Brandingmag - https://www.brandingmag.com/john-james/brand-campaigns-part-3-how-does-brand-advertising-work/

But some people wanted the audio version.

So here you go