A Brand is Not an Ad Campaign
I used to joke with people who would ask me what exactly I do in advertising by saying, " Oh, I sell crap to people who neither need it nor want it"
It's too bad that there is so much crap out there and that our jobs put us in the position of selling that crap. Of course, it would be nice if you could hand pick your clients. Well, you can't. You can, however, give them some advice that I have long believed in.
Make damn sure that you have a well defined brand to start with before you even consider communicating any sort of brand message to your audience. You need help defining that? Sure, we will help you with that definition. But the solution is not throwing millions of media dollars at the problem like so many of us did (myself included) with the vaporware dotcom clients we all had.
Here is a wonderful article from MarketingProfs about the most important thing in building a brand: Consistency.
Somewhere along the way, there�s been a presumption attached to the idea of branding. Many think that in order to brand your product or service, you must advertise. Not true. Many brands have grown and thrived without advertising: Krispy Kreme, Starbucks, and Pret A Manger spring to mind.