Spending Money on Branding?

Or just tossing it in the toilet. Jim has a post to get the ball rolling on a conversation about "Branding." You know, that word that everyone throws around but no one really knows what it means.

Jim Logan - B2B Direct Response Marketer: "Branding is interesting - an intangible marketing activity led by people that don't have revenue responsibilities. I prefer direct response marketing - it's proven, measurable, and focused on what matters most, generating more sales and increasing profits."