A colleague relayed the following story about a conversation with the chief marketing officer of an international retail chain. This CMO was grousing about having paid a big-name agency $500,000 for a branding statement.
But it wasn’t the price that bothered him – it was the fact that the statement was 300 pages long (not a typo), and he doubted whether anyone, himself included, would read it. He went on to say that what he had read was far too open to interpretation to suit him. Continue reading “300-page Branding Statements?! A Plea for Simplicity.”