Turn on the television.

See how long it takes before you see a “branding” commercial.

These are commercials that work to make some kind of “indelible impression” on the mind of viewers. An impression about the business.

Why do they do this? In the hopes that somehow, someday, someone will buy something.

And maybe it works.

But who knows? How do they measure it? Does it really cause anyone to buy anything?

Repeat after me: “If I can't measure the results of a marketing activity, I shall not engage in that activity.”

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