The name is Bond

Few will contest the importance of brand awareness. We know implicitly that a strong name must provide some form of competitive advantage. But we have a harder time grasping that it doesn't necessarily translate into profits. Which raises some worthwhile questions: does what you spend on brand awareness - and some companies do invest a lot - reap real returns? Are you deriving tangible results from your branding efforts? In short, is your brand actually helping your bottom line?

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