I personally believe that a brand is built on the positive experiences someone has with a company and its products and services - not simply built by brand advertising.

I also believe advertising is best used for creating awareness and causing the reader/listener/viewer to take an action: inquire, order or visit.

Recent history shows I might be right.

Before the Internet company bubble burst and had a negative ripple effect throughout the United States and world economies — when money flowed freely and growth appeared limitless — it seemed everyone was on the brand-advertising bandwagon.

Today, many of the companies that bet heavily on brand advertising are out of business or struggling to survive.

Meanwhile, companies that concentrated on using product advertising and other marketing-communication techniques to generate leads and start sales-winning relationships are prospering.

Is there a lesson here? Yes. Focus your advertising and other marketing communications efforts on getting the reader/listener/viewer to take action. Then let the positive experiences that result from that action build your brand.

You can contact Mac McIntosh by email at mcintosh@salesleadexperts.com or by calling 1-800-944-5553 or 1-401-294-7730.