There’s No Such Thing as ‘Performance Branding’ Marketing

So, let’s be clear, because the nuance of Field and Binet’s work is often lost on those critiquing it. The ‘long’ and ‘short’ are not as binary as the authors portrayed them to be. Not because the godfathers of effectiveness were naïve about these things, but because they were trying to create clear conceptual daylight that would help marketers avo

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