BrandBiz’s Paul Friederichsen on The Little Blue Book of Advertising – Part 2 (10:35)
March 25, 2007—Paul Friederichsen President, Brand Biz, in the second part of a three-part series, reviews the the book, The Little Blue Book of Advertising by Steve Lance and Jeff Woll. In this segment Friederichsen talks about knowing your own brand nd becoming aware of the real image consumers have of you brand. He also talks about knowing the features and benefits of the products you sell and advertsing as a member of a buying group or as a mill affiliate.