Fails to reach audience and therefore runs out of business
Fails to apeal to audience and threfore runs out of promise and eventually goes out of business.
70% : AT what your business couldn't survive without at present moment.
30% : AT what your business could survive without at present moment.
If you need awareness, spend 70% on marketing. the rest goes into branding
If you need to make it more memorable spend 70% on branding. the rest goes into marketing