By: Forbes Real Time
January 23, 2013 at 10:15 AM EST
Don't Just Brand The Channel -- Channel The Brand
Let's focus on the missed opportunities where we do a good job of “branding the channel” but a poor one of truly “channeling the brand.” Those opportunities where we ask, “Is my logo prominently displayed?” instead of, “How should my brand behave in this context?” Or those opportunities where we let reach and frequency dictate where the brand will be in the marketplace instead of asking the brand where it darn well wants to be.
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