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Brand and Communications Planning Assumptions Guide 2019

August 30, 2016

B-to-b marketers have benefited in many ways from the rise of the Internet and the emergence of a multitude of marketing technologies (e.g. the ability to reach more audiences at a lower cost). However, some of the unexpected effects and consequences of these changes are just beginning to be understood – including the impact of diminished investment in brand. In this guide, we describe five planning assumptions that brand and communications leaders should incorporate into their planning for 2019.

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