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Don’t Advertise Too Late

In an age obsessed with demand-centric marketing – which is all about harvesting – it’s too easy to forget or stray away from building and creating markets. This terrific quote (thanks Seth) reminded me of that:

Wenda Millard quotes a Mercedes Benz exec, “If the only time I show you a Mercedes ad is just before you’re about to buy a fancy car, I’ve lost.

The fact is, advertising to build brand and recognition and demand is a very long-term proposition, not something you measure with clicks.

Damn right.

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