Well, we often talk about how we are tired of seeing marketers boil their efforts down to "high yield" demand capture activities.  Its time to talk about the worst of them all, Branded Search.Agencies for years have come up with 50 different excuses to show the value of branded search, and while most are somewhat valid, it has led to a massive over investment.  As marketers we need to be more focused on what drove a branded search, rather than capturing it.Unfortunately, branded search will almost always be a necessity because as marketers we respect our executives wishes to "run a competitive campaign".  Join us this week as we discuss how to get the most out of this necessary evil. We talk through insights that can be gathered from branded search to help inform other marketing activities that actually drive those searches.  We also will teach you a few ways to save some money that you can throw back at some prospecting efforts.