In a world that is constantly changing, I find that branding has stood the test of time during my 20 years in marketing and will continue to be the most important aspect of any successful marketing and advertising campaign.

Having said that, when I hear people talk about branding, I often cringe. Not because they are doing it incorrectly, but because they have the wrong expectations.

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http://www.bizjournals.com/atlanta/how-to/marketing/2014/10/why-building-a-brand-takes-a-lifetime.html