I first met Brad when he was advertising for his floral shop on the local Radio station. On my first visit, I was surprised to find such a prolific floral shop in the back of what appears from the street to be an interior design store. Brad wanted to know the secret to advertising success.
The goal of successful advertising is to be known before you are needed. But if you compete in a crowded business category you must also be recognized as the first choice, the brand name that sits atop the Ladder of Importance in the consumer’s mind.