Brand strategy – the truth
The last 25 years have been fascinating. The growth in brand understanding, practice and exploration has taken the subject from art to science, from marketing function to boardroom policy and from...
View ArticleBrands are forever?
So, Bob Diamond has gone, the Barclays revelations have caused mayhem in the investment banking fraternity, they are £300 million lighter, government and the Bank of England have been drawn into the...
View ArticleWhat do people think of you?
Brand is a fundamental of modern living. The way we think, the way we conduct ourselves, the choices we make and the way we talk are now governed by brand. It is the cumulative effect of these things...
View ArticleGlue sniffing in the C-suite
There is much talk at present about the difficulties Chief Marketing Officers face when moving from marketing into the boardroom in a broader strategic role. Equally, there is much debate about other...
View ArticleStrategy + tactics: making a spear
Weapons are used all the time as an analogy for marketing for obvious reasons. They make us feel all rugged; they make something concrete out of something many businesses think of (erroneously) as...
View ArticleStop fragmented marketing now
Marketing is fragmenting, breaking apart – a profession divided – and like a divided army, is weaker and less effective as a result. The myriad of disciplines that the modern marketer is expected to...
View ArticleWar. What is it good for?
Absolutely loads. For years, war gaming, battle planning, getting under the skin of your enemies… was an essential part of strategic planning, equally applicable to business, brand, marketing, sales...
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