Which Comes First, the Brand or the Advertising

DOMINIC SINESIO Co-Founder/Creative Director (OFFICELAB) discusses the pros and cons of each in THIS ARTICLE from American Express

For what it’s worth, we like the argument for both, with the caveat: Be prepared to execute on what your re-branding exercise reveals.  When developing your budget, be sure to budget for both. To do all of that work and then not take the appropriate action is just madness. And that’s not our kind of MADness.



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