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":"c409671c3a839d697602e76061b1e751","s":"9b2d701b50fe0ef0"}
Share your thoughts. Click here