If the name of the company you run happens to be Pepsi or IBM, possibly even Mercedes Benz or The Mayo Clinic, get your checkbook out because you're about to cut another one to make sure your brand is at least as good as it was yesterday.
If you're running a company that won't be discussed this evening on CNBC and you're spending money on marketing, that money better be coming back with some friends. I like to call these "friends" leads.
I have a tough time with the billions spent on branding though I can't deny every study shows when the Big Boys slash cash on branding, their sales goes down. Possibly I'm jaded for when I ran my spots for my multi-national/basement headquarters during Super Bowl 39, the only result I witnessed was a call from a guy named "Vance" in Fresno, telling me he might like to "maybe, ya know, talk and stuff...later in the year when things settle down..".
Seriously...
If your marketing doesn't generate leads that can be measured and managed, spend the money somewhere else. Spend it on the people who produce for your company, whether in their making your product, servicing your product or consistently selling your product.
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