With decreased budgets, the need for immediate results has led too many marketers down a path that prioritizes only performance media tactics over brand-building tactics and campaigns. This is often short-sighted and favors a buy-now message that does not develop a meaningful emotional connection with the consumer.
So, how do brands remain top of mind, move fast enough to keep pace with consumers' shifting expectations, and stay true to what made them beloved in the first place? It starts with a solid foundation.
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