07-08-2009: The Importance of a "Relevant What" MEMPHIS, TN (WKNO) - Too many marketing people believe the objective of marketing is brand awareness alone. That's a shame, because a brand should not just be known, but it should be known for something relevant: a "relevant what."

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO