Columns
July 17, 2023
Mike Fantis
By Mike Fantis
Spending big on national branding campaigns does not necessarily equate to growth. Just look at Tesla, which after 15 years has only recently decided “to try a little advertising.”
{"ct":"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","iv":"6aaf6e4a13d9d5db45478ed457741a95","s":"cafadf5fbbc2b634"}
Share your thoughts. Click here