Marketing Consultant
86% of consumers say that authenticity matters when buying a new brand This is the twelfth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.I heard a populist politician on television last week suggest that Australians have the world’s best ‘bullshit radar’. Frankly, I doubt that Australians are any better at…
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Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.
Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.
1. Get out of the boardroom.
Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....