A business’ brand is its consistent, public message conveying what it does and how it does it, and how you go about building and maintaining this an important part of any marketing strategy. The first step? Defining the ‘who’.
The outcry surrounding the controversial comments made by Alan Jones about Julia Gillard’s father had effects that were far reaching across the Australian business landscape. The saga also delivered a valuable lesson to any business owner who’s thinking about bringing on a celebrity to endorse their product or service.
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