Redefining Branding in the U.S. Market

This chapter explores the motivations behind a major report catered to U.S. marketers, emphasizing the need for tailored data that addresses the unique challenges of the U.S. market. It critiques traditional branding methods and champions a more modern approach that integrates diverse advertising techniques, informed by contemporary insights. The discussion acknowledges the importance of collaborating with industry practitioners while also considering international perspectives for a comprehensive analysis of advertising effectiveness.