SMEs on reaching the brand building ‘tipping point’
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
The advice is clear. Companies should spend 60% of their marketing budgets on long-term brand building activity, rather than on ads designed to drive immediate sales, to ensure longevity. However, for many smaller companies that is easier said than done.