Every Marketing Campaign Needs a Cornerstone
You want your marketing budget to go towards initiatives and campaigns that show ROI, right?
But have you created customer personas, mapped the customer journey, plotted the competitive landscape and more?
The spend you make on your marketing campaigns isn't worth the salt on a two bit cow lick if you don't make an effort to build your brand (or program brand's) foundation.
Everything is a brand: if you can experience it, it's part of a brand. Now make that count.