| Promotional campaigns can represent a significant | | | | invariably they do necessitate a significant |
| advantage, particularly if delivered at the same time | | | | expenditure. This expense must be justified, and this |
| as a corporate branding drive or identity rebranding | | | | is where the problems can creep in. |
| initiative. However, too many companies see | | | | Whenever a business sets out on an expensive plan |
| promotional campaigns through rather rose tinted | | | | of action, whether it is through identity branding, |
| spectacles. Having woolly, meaningless goals when it | | | | updating the corporate image or planning a campaign |
| comes to promoting your business can be disastrous. | | | | to promote the business or a particular product or |
| Campaigns to promote your business can often be | | | | service, invariably this is coordinated by a large |
| expensive. Although there is not always any need to | | | | number of people. |
| fork out large sums of money on a campaign, | | | | |