www.businessweek.com If it ain’t broke, don’t fix it, is such a cliché that it has spawned its own cliché: If it ain’t broke, break it. Unfortunately, that’s just what many companies do unwittingly to their branding programs, playing into the hands of public enemy No. 1 in today’s marketing environment: fragmentation.
More and more television networks, radio stations, print titles, and outdoor billboards are competing for attention, and new marketing channels pop up every day, from apps to publicity stunts and beyond. The number of places we hit people with