Building an impactful brand

In his last article, Roy Carlisle of PharmaSolutions explored the field of impact marketing. This time, he looks at the role of communications in building impact for your brand.

Market aligned communication is key to ensuring that customers receive the right message about your product’s values and attributes in as impactful a way as possible. And the best way to maximise the impact of your brand is to select the best possible communication agencies. As Sergio Zyman, former vice president of marketing at Coca-Cola, puts it: ‘Strategy is your job. The job of your advertising agencies is to communicate it effectively!’

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