In the next part of our marketing ‘back to basics’ series EN interviews industry creative Ian Bamford of Foundry12 about how to build strong brands. Binet and Field, famous for The Long And The Short Of It, a study published by the UK’s Institute of Practitioners in Advertising (IPA) that demonstrates the long-term commercial benefits to a business of balancing short, and long-term marketing strategies, recently updated their findings for the ...