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":"PmhCueVbwFmxF+7ttyxZioBMJYmC8Bh+uNgNQmT1CtI3mjnQZFdlFnnroexupUBE42OeRYtpJBveHsC5XqmKuI4tAKdb4vBQ1FOp3uZQpZR7lbnqq7g51cMX2aHe5blcKJUtE4kKpTc8uH6PTbgWYiTTWSF28RZHu8nGD2Uw9rvbrYcZPJ2oL7ERdyurYPzSNW\/WiJ+K45hC\/EsyFkPys6To58xVs036tvEfIgG2NKdxTXT+V4VttWJem0EUOAjHoTpZCYZ9KFlF5xPAO\/fwKXdeBHJeAzWqrfXFH9duWbuAovU3QfA83YgBA9uoQk7uI7pwVX\/oZO1PGZ3bvW80H86OWRkT1OSFHYfOtaPFFwkE3tForaU0BWAoqIdGhGd6HeLljzdgLA5yrGgOm9cV2aU0SHpS5h3aYv0qGwfQAuEp5cYQMEYX0IRi1N9SVgC0UVKMCLcxaKQNIZkB\/ICyapCWx6bIi+nWNggQvIVsay5xW2rVaqB++H1jvsLlhykTZ\/G6r57T420SEbwhV524rN+xE7H3oVdPPrzpH397lGJtVMP6Tlt9v4Ad5pUQJb1zxqWRq0Ci1ir1xk6TOVQA8MJaRtkz1gRRXugyutd4BfPlGZIQkrsWL11uiyGXObHmExJLZevXslW9rcDWcMaby+VwTgQhsLPNtTE5RaTjl\/7frEqqEdaWOKFdEeCjQASPoq0WtcaPwzcfndIkkznrutzYyEumtx2ow0lmDm3o5wNz\/d4ryi0ftecI2XxCsRtWqvkkWEcWTfMC2n0wj8wfUt7s9wckwAa+fQF1wviBmJ3ADBJtBSRmvCDXrr1sny2rFYIpz5k1Y0rE1txRY8D3EaWUYIxE9X5wJhvUrXuDNNUrfaV4JDukj5uwss3nIex7dlf9rfVPrXIdqKjwQ\/Qh7cbNl3MqJUoV98qF1k1xVgLBNHogaTYMYEBXfO1QLXzJbnr7lbaYceHvS6hQYWH4cE9DY9j0JOJucC+L1uRTZ6ZNqyyJ+XL8oB1QIYiHe5N+tHsza8qxX43GpANjDZbnjG9pjcu0LfAGRxTffwaZz9X\/Hp7cKy33FUlp\/045Denf11qYqooXoXNx7UNklWizHB8xxzxRKizGg3ASfEqKO1IzVe0uYzPbxz37zf5dozEOj1GGEffTqtv9ONJvvGcDCq0UqpgfsOOd5sZ9647fS1pMYoOHPxJWcjf\/rd+e6ZAatiGiKx\/fMrFlENRQf\/DXDoNeF3xTbMhuER7eElYIFxZHGEAJ1AZ4+b5tNd3UMNngsmW9VumNcVs+d5tWk5xjNj5IM7o5xE2kxNSGdDEhlRDQDrjypu4AE9No3\/mu\/VQILYYto1W1QCCXyAWJni6Ec6RN6vCqfZXgh6BqQ3ZERIPQoeh\/eB382bafptiwC\/FIPmDe7\/eGWC9jkXH1\/FK2IFisd3FYrZKjt2kQ1+gpws6ESG2SrPtgHr9iHA1\/NlUAa2ps4cr8K6E9LN16SXlUH7q7FJ\/Z5uWYYsrcap\/LPzvCGT9eiBq+xQWw7+EJzmFPcboK2k45jCKboycy6NUSHGbv3mGfJ0JaQo0SmJquYlaleFczkv6RvFIJ95l0ta1yVXODk43\/GW36eHjBNjTeEEq6kUB3UTclc0NfHApDWqyfxThuTtf4g58FRFa4p9\/6CDaMkwTHKOa2sf3gZj6ZZ+adLbHSuygeEn\/f+qWvf5OcD5g7MO5PkrkQAlhUPck9dbBZGYdS0sFCKHSHp5LMP9gQ8SoBwk8WpqmGJpG8SLmdwbFd5bkVfQsZkF+dqyiBpYf0ESsMtOUCyAitttqz874zesgrv8iILQPOPcsSXrFHsL6sf\/BsuioCAUN2iXYe3NU8xoHV7lm9DReGf7OikovdgEUGToHFkoo6v2rT6w++90qwvLxvxixeCdslDRa399Zf30FCJ6XEtwYJSx0TTGzwOl2+FnBUwl+FLttwmXy6DjT9vygxbgEBnH1oy5TdHi0vCYH9ayIR9P3fstaEO+qpaI6I1wUWXxSuhGz0J+1NxQ9YjRvCwgOZtZuJGdF3\/i55agpDjNwsO88I8y05GTfvsJ2zvzzOwPdW41ZFXjVvStZK7K2FOKTYNWv8d5fgRhWtA\/7X1Ygq2vUmaGVbmS4+AEKSRskhbGxxfIRrExx9pod4n5TtG0aHMCr1KC\/d\/Ym5vqkcQ2xd1IFBcpb9o8X9sLrbetKcYqn1iFeb07kOQWaBAGrU2zrYLhLxIVR\/rbC2QUUxXKTTZEcuZ\/yaB9gOohOITBTcmqs+B\/z+Wh4KluxXqsSSHJQonknhfHS0icnlEK4sf7yXgGqm58erkbvo12IOKjWJ7Y+jtHD\/wEC7ermBDne01LcrJHMAJyJc2xKWGxGDq+tM9KUEddL8MXPa8+kBL\/aZ8xz3YXeigi2z1AFs4TIgaaTBvlrA+y9SLrILf72PiFfIW6aaFzFyJgPeq\/\/mTToqMWuQZ3DAbv1aCbviU2ITTf2AWoferMUC5be6wiqdNkBUVf56GDPGYg2BaTVkMnmbTYy59v7TZhPcb62h1Uc4s\/V212WbFt4VHpL9r1RlSPef2j4sW\/jEG5Iu5hRRL3jrsDjWIFgnmt9uAlWcuM6cEVCxtwm3mdONzmrModqdAgWD9WatU6JM5AL6t724Oa\/8+XtsTI0\/GYQMTxa6wPmTy8vqvlNKeWkvyAndIJbm1D0HKSfuKU9FQ8sOJl00Nfa7APEPjL86hpQVXTx+nGT3VmyXfq7ABdfw2RP8Oo79ss+6Ql3O\/IVfO7yAY6poFCXtG\/2z6RPJCxJql3q\/qIW\/MMGkQO3cqr4f2337N8adnVcfCfvPA6BcFOQv5SI+x8yNFyJ7SrdwRF2XRPjEGwFqGLFpfnZ3Uia52t\/ReoBZNpChbDnn+fysJWCDRrmfNvNPINN7oZpJmZrJx2nAMBn+82LQiit8SpccynysQamso389WJg4NSK6R7cyp\/XCmDpvn2I2\/mMkr1Xt84p4V7ZXkv\/oJ+Ztaunur1DVPnsNbiAeK6sqyV56xqOLCR9N1Uh1KRt2CIvUGpY2yQ4iD1RCSIGroEfJdLRFYimvgKKStrdVsulrf7HBvCEWVMYR1klx3VjptChFZwWIfFxlNfrp\/Ic4o7fqvBU\/ylWqOMyo9Lpav454QCs1lhp4Cwi9yadRKdjI1asLf6OvYhbC6+gKrsjlHaDfS8phCXjvDpCn9tsRs+Gt3vChnD1NWHivhOmM+2e\/i1oqr\/dYAIg7EdrOOd\/05hb+g2BIwBX07DPa9NgK0u5Lh1lN7+bjIOnw4weMkmZ9EkWQ30BM31xEv2w\/htY7qytNw7540ltUNA62PALECgr9dOyt853Ov9Cxadub081jyp9\/PMuxpU\/jfwCwHRwfn\/Kpuy8NFYdKkqB5c2ag13RCQg9EldnW\/TlAip7qXFtS4dtZ9rfYJhvgt9sFSqHn6OhYSn6CVcX9TcGtZ\/itZfryFqiKtgy0Jup7\/haO+2490snAfLJyAL2E2cXQ076ASkuIOnPIVcgmH9n+y8RhTjgdFk37S0JGLeFlPMkCb1UrkUBao3\/2KUsE\/9pLFRXFhIatfxinRsJEZYnDhYEqZISJsbhBWJ6x7qkLjT2Cq3xxnNoWiQ4CmhDlecRPTJE4UVxVdLUVIULrGpKHt7gU4EmqOtaMLekuz48cHjMxj1fZNssBVe9OHuBBYmfvvqq6brQRYqmWWzaLfE5k6PnY4ENNsNgDlHZjcWCqmn2q3cfOxj1rT1dsqSX+65Bh6GUU9N+E1ev2Zk8cG9h3l7gcdkzKxieiw1GwzHHVIO7QgnKwgFpJXR2jL+QSR4kdxiqFa200cMOO41CvR0KisIiT2u+sxvEMJTO92iRoXqtOdXj+FkXWQ61GL4kAOPmo3sT7s+oqXwsYJ6wQoRN+4fnSYhV+0rm4e2cgrOO7Lq+Qg+zGyCZ4oT\/zQXGd\/l9uT8y7R32TUaMK1UItHQFqGWaoyayg4cX9cauNBFa2a2nok6KZL+WEIQJhSssrDMUZylji\/LtYcbl9kz\/bWBoeynokr6zn8OmSlZCIkLpX7x4sdSe0z51c4Co1ujo\/9ZwqzgeIG38aQFtsp9j2MIGsdTjPM79kU6\/ZomKNRYV4CxkYGgm+2S7D7+JC05JNFkCDI+qTJIujUYFNCUFn4vs0yWzD9nQMQNkemawyIF+AmFn2Iayw1+jRP4sUKMwZJtBZ+fJkfCvBTGEVVK4iw67\/p6DNEJhVWuE93oNKfZkQEPVNjSxKh85un4dD+cNidG8rHLqZgI7yDNu4E7ql0djIXshBXyRxKF2DLPIbp106tiynAWSxw08N1yc6wKD6xFhu6MC0aM4wp8c7xfE4UOxVn0e3otqCuD6jOCGvgmDUWysKdaqdCcqgButvapKydaJBT8a4v7xmxyl3EyZ0JNm0d3qIC0A2eGc3B2yuFq3Ely4luDEs\/YLxbTBuCDF397wzAzPaPgCVJiFvnIyHN2LLLg4nDk1FvMfOLaSMiIVHlIfaQZZ3t24O166brjPRmLF3gZ+R9pP2S68woUkZyPaIQEADHoUchfuvMUrbjA+3PyTb8dhYOCfTsOXbA88K0du2JZZbsQwapTwa\/dhWEc9aHFlT87RZoFiPC\/dZ8fsW7stapNUJKfnj9m2WUUyF4QQir7ZAV2d20yMeyh1+7blPWKdLWMdgEHrFgq72DyzJlyti4vwi\/L9JIVgqr9KDWWO\/cc+ZmfgrVlb9BFjXesc9FJ2fUEPU7LWxNeXQ9oCv+NNjL6F9Nq6k4YyxGQ5VBPdaXurUSDEHglsFgJwfHt8belnwRlVqKkgOBsRdvOAsh8yu0DTOwd+2Sw\/94yp+nEByr8aYin4dCtD\/ozLOKFURsUsWgWJ0ngEP3TUStPOAyrIR+qvEF7buJbfK3D8fjMFdjfQ\/A5pE0ySzf3G5oDQK4XOIiJmA8bDggk+g0srmlHyaGkGVV8U28CawYGkkin0bK4qLdt6JzeDRS6bOWJ6FR0cV4SIUmd7Mi9PDDKX\/cqr5Gq4Xas7j5kLD8evjxbtAxPg1BlRvQhoMlx\/AJWd9F61ZClPgZ6RIzWnSTwRDLNzlIad2xffpcmKrolO0SKm7WcSn3ISZ\/SnYB1CjGQiv7gvr1xHskTqhn4AgvCMRtAYlZWZF2ngcUBfLvfXLSeeS\/AWvMSwXvUQIkCFnMzf50W\/Tu03TbL+j6\/U6DCYB1dB0ZqwwQqADJfsqODJkvaJOIfqOqzZDDMpgA0NQe4gCdRExt5ukAPRx3Drgye810+PflwbjtQ2NmoeXCW2SGwt4A+4dkX0Uf0wyC+OiVs436Smtk2pZAD+WeGaS\/5iNrFleJdxQ3jF+WYRpdHFfQjKcOs1CFxZZq7+JQlymvqjuEGfnU6segF0x8+vOKcsAl\/Om7iK4N6yFVN75XHy0SfaG8tsmHZFjTbovTLYF16gHryXKQYvqbl5glvQhm+FtT7LGXas9v0cUBhwxvCg+GcGszqh3\/coSgzAC5eAwq57vITm7ECylLr+Il3rHkMtrI7CJAiaB2S7NMz8rs+xORY6RqVq\/s17Dri0nZYQofZ4FZ47tpG5mKhXL4GmBa3VfV5sXBze1EjU9Kb\/uebY2iaxlTR03pBp4HgqIQr5h2+Ijc\/Cov47KLBHTCM04q3wPseMWdfhuGRqZYM1o9tk+wIi5lZ0tTkwx31ZLoMyGj2fBPuu\/\/P7poUbugVrWmUqShDSqvoGhK8Gf\/RADAVFbY5hUQfUcd85xoycR+Il9pZOE1hSV5wN\/8gNEMz8h6PdPTNHO9VCyOQQxcxCWQ3d+uvxUgqSMhxoYEfhhBFe4jki9lUNLwV\/bmetEKKg0UHwsSunASI+nB360nFdIj1BislUsKiZlhUf8cApIu6dGbyz6PUgdOd+Y\/K1o\/7KqEAYe1AAZeVed629sDUGGU1wCyZXYE+IAc1wnofOEPMip8RIkF+d2MyQsdZ6DI6Sw+xIFb9baRIlPqmjxSm3\/vjWnP1iceI0Kpt8YTVB9UwZHggJfHCcPH24JpmtoE76akReaZocRaOhHWpLnnr1U62d3\/F5s\/AU2+88Y925Jhcb\/PxX974IfyzR0MhmXtIbuFkMOf9EYH1SI3m8C0IftQTnEyxxVJGnn1Y5tR0GCauMoj4TarX7hlsMW5RFCBPgYEvJpy97OR8w8i9\/V+fKxXwWeZcBqMiFiuI0s43a7IXdQjv68k+p72Zqh\/JwoGFKc+DIU7WnU8Jxbey8DH8PA39CQ4Cq6+ehRtDZsZqIuk8du2x5L4yJ63yNLiDFNWY0Zlb+gNlOhU\/Zljv38WzJoLUB8tE2vlGhVjfEb81IYYoqrAoSxNFyyw2UxiEYmRUl6keJ+xgFNM7cg2ox1XnE7TCHuJKeppe50uFQSuWnd\/1EZAgwAikbUf5CGn\/c507YyYyldASoHZVENRDxrBhsAFmzW4P4La\/hQHZnW5hWVvlO3krEx0GS1zPW0UagOSySmK\/0w2p8o2eFqbyOTnYYRrDv7KLVWPmfvtdVv8WKmHbiEF4IEE49wVGasAYChTWgmbWzA62Cl8\/fTk9j3\/tiEzziC7L26r1jokMZoF3ffgYpDICmvaf\/GnQj++pxayXZvKwOdIKA1E4nB0VktHQ6N+0sZPOz6X61ZoX2E4SAYJZfT2uqEbSeA9ZhcN48S0fqetPrqlUvl7du0qH37fR7kBtErjhr\/Em9r1RimXt8S8to+W7vZy2eczKskg6iXTEhxMkumIhDtdQTdaXAttn\/WL9ODwXpN6KI\/ZUcY\/6TLWops1V\/cx5tN56sydNmHBoeLWN8yCwO9\/mbw\/u8tl\/uGbelLWs08SlfAnKJWjfuynxKO\/bOmSiBLkChulTgGdLxs9JhjlW46EhEdW2Yj2wAtW77zaNPFD1ZDgscZEpRiCAKKwQYvAV\/URQOYRl3EnKAGTafwI0yVmHFyAJ2Xcpzx6j2DPLu97vdkiMSMnQZw5H6KAAxm1YWhnU3tOuAAv\/sVbbYMiHAsiE27zbfAAkk9fsaDUUVsd3C2Rp4NanCabkIoN0SwMZE\/sSTjy9jWZg3+I14zohJ4bDjNAkSQEC0g63YZGTIvce8nn7p6tNzailP23pNQS79NJBG9wiwbBx6\/7IjqhQ8MdmNpj9mlmxAjwVFxYvW2YKHUspJF\/zcw34Up8vVlobiBrZAqKbE9usOvR517+H2DgHQNLxshBbjWLLfpmmNk23sO7msBSWy4pgIwK6K8bVs5e5UKvuFL0R7EJKoL7SYJVvBaAhk\/2f41bOy+V81V3o5wIBoZUTepszSvSII3LHTuruFUJ9gRVQhGHF4a1V1EIC15YutUdXpKu5Lbz1pHARhl\/e143P9fopCutxSJDkstBQbgv\/KAHZ0hleeukGJ9PGzlRktnHvDDNhPBrdgp9syr7A+xnzEd\/B1DZ2QRjTkFv\/Pig3OwAkBEbDEcsn3lE+JPExxulFSYa4TdOspkiOzV0NPigZvqghY9T2ujQkzg0hIYcyLzd6N0GuyN3aSkROXi7Zm8mQ26FRn75+EUlZP9zRc8GmTBOJY7V1hVgZAI+YdLBEvcmCT66U2XmxzArXrY\/GEUvvFdLFtUwmzDPDoK0b705GGmacI7kvmYaqZK4xArlDnwpWD23ztEzr9XZWLdbXfxel8qte2K4K3kcE36kBLkD4Ya2424q1vXbjTiKhDvZ8gD6YyDABFd\/gKCPr60wnQLxojOfzlxT7LPCo0W5SQoR9tGlUUiN\/kXjJnNXPwrvvOZbuD0A6x+LYj15oBYr233vm7OnsVKPeF7iUcB3cm3gcXf+jacCY0W0U9Evu58m97RaGEEdH+TcloasGwMLL3mSeRuyDS2gT7+zOkAYSFVM1Df4+MYlx\/frlvgmBVSIvOR0Vl9YwJY3F\/ldfais4ZQDIQTSE8GCT98WugvN6EyCfR2qXnOtRKwyuiZQTNWvlTZXRiY5n5zrjiMdMwIdcWrk9B0mjpwb1x\/Vhv61sAbZM1SywxdIDqUOsB6iSRMB+pbzDfJtqHSa5B4OKXOEn0PB5+BoofCH\/Fw1QLjgpf7Ul+4eXWuGIYn42COwAwirdeO1yaHBGnmIteGJcHxKWrQCinBwPzWkPzkgMSFUV6Frcrl+E0V9kHKT2uNMv4xhTMPoav2P+A2DnbZNPQcwGGy7toUP2eHeQ9CYZNm4vM6O16VVlXp1dpUkYVuZLMPs6D62b8zRfxfHGRNEuqKzEblRHYmu0iUEHv0hpDA62llUSDuuXvtmz1T7fUJkeugLkEKF6jmG1TetG+g5E2gMPa2WF07fFvv7Z3GfGAxh5DUaAJ1v5GIfoK60fRreF8x7Klf9bssQ+hjLnMfVfvoCJh0tJ\/ZzwlBfd2catYvzsu1NRgNFoO0gj9ITi2\/rtgbbShPlY2NcXBXA6eXKtkprquVkusUynBIvjBmHdCR\/IM2yso8ccg9xkG51uJ\/9NbFB6kHbzINUKRVWATG0tyqCTf82xxLFo1LDwjYNunULpA2Ku8o\/cepV58MKBv44BnZUTM1Jow3sg00G5jR+eowKHCUmMaaW+2M\/TgoKNwl9qiRgT+v3l\/ImRCL45M7rKiVAzZec+QR9MDqRXaRPS6MTdqoZeFAAiayDCCD8CoKZctmRBssd8rp+TsCw8ZaagrgVolJaEThoggCm09vk1b7LmtNarA9cTyGhHPAwDxpx+wSVckZZFo2nUimZavnikfUlA2OsQ==","iv":"763c6f30ca8c5378b8f00e2cab890159","s":"cc627420a348ef08"}
Share your thoughts. Click here