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":"2bead0a85cf5be51ee8e17ad0d680963","s":"da1678673a517e12"}
Share your thoughts. Click here