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":"1bb0e1ccb8f61b19a1f891c415215a23","s":"73b976abdddd33e7"}
Share your thoughts. Click here