What I mean is that on today's standards for some SMEs, you either have a lead/sales generation campaign, or nothing.
There's no space for brand positioning campaigns, or brand awareness, or anything that it's not tracked into a direct sale/lead.
Like you said, branding takes time, with huge investments - and usually it's almost a leap of faith because of the sheer amount of budget and pressure it requires, namely in terms of GRPs.
That's why testing used to be done in focus groups, and other forms of market research, to support a brand strategy.
Maybe branding is a "luxury" SMEs can't afford, but the thing they don't get is: it's a long term investment.
There's no space for brand positioning campaigns, or brand awareness, or anything that it's not tracked into a direct sale/lead.
Like you said, branding takes time, with huge investments - and usually it's almost a leap of faith because of the sheer amount of budget and pressure it requires, namely in terms of GRPs.
That's why testing used to be done in focus groups, and other forms of market research, to support a brand strategy.
Maybe branding is a "luxury" SMEs can't afford, but the thing they don't get is: it's a long term investment.