John James - brand first principles. Avoiding the brand scam - Repost from Cognism's podcast

Brain Hurt Scale = 6/10. Republished with permission of an interview John James did with Cognism's Jamie Skeels on The Loop podcast. The Brandingmag articles caused quite a stir and Jamie was keen to dig a little deeper into some of the issues it raised for practitioners. How do we target people to build brand and sales at the same time? Which channels should we use? How do we sell these campaigns (or not) to senior directors and executives? What are the red flags or reasons not to invest in a brand campaign? Is John the antichrist when it comes to brand advertising? All important questions that are answered in this guest interview. Nice one gov-ner!