Meenakshi Kanchandani, Marketing Director at Sankari, writes on how to create long-lasting, impactful communications by cementing brand values.
Every powerful message starts with a deeper truth. We are saturated with a high volume of ads and fleeting trends. It’s easy to confuse activity with impact, but at the heart of any lasting communication is the essence of a brand – the values it stands for and the story it tells.
Branding is not merely a layer of gloss added at the end of a marketing plan; it is the foundation of all communication.
Without it, tactical messaging becomes a short-term fix, a burst of n
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