Any salesperson will tell you it takes more than one phone call to make a sale. It’s important, at first, make a customer aware of who you are and what you have to offer.

This precisely describes the function of brand awareness in the marketplace.

Once a potential customer is familiar with a name, logo or idea, the “sales” process turns warmer with each ensuing contact. It’s a proven concept, but does it make it any easier to ask your CFO for an expenditure that might not bear immediate fruit? Maybe not, but...

On the other hand, if you’re proposing a broad-reaching program that increases the potential of all future sales opportunities, well, who can say that’s not capital thinking? Take it from one of ToyDirectory Monthly’s advertisers: