How marketing can grow business via the ‘missing middle’

All marketers know that brand marketing does its most important work over the long term. They understand how the cumulative impact of brand investment adds up over the years and how sustained investment translates into improved awareness, increased preference and competitive advantage.

They know that brand marketing is a long game, and therefore can’t be judged in the same terms as this week’s performance (short-game) marketing tactics. In fact, many believe that a brand’s creativity…