do you know what you don’t know?

I viewed Donald Rumsfeld, the Secretary of Defence in the Bush junior administration in the United States as a man lacking in ethics and wisdom. It seems however that he did have at least some wisdom, unlike the more recent Donald. Donald Rumsfeld is credited with saying – ‘There are known known’s. These are things […]

I viewed Donald Rumsfeld, the Secretary of Defence in the Bush junior administration in the United States as a man lacking in ethics and wisdom. It seems however that he did have at least some wisdom, unlike the more recent Donald. Donald Rumsfeld is credited with saying – ‘There are known known’s. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.’ This is far from original. Addressing a similar issue Aristotle commented – ‘The more you know, the more you know you don’t know’ and Plato commented – ‘I am the wisest man alive, for I know one thing, and that is that I know nothing.’ Insightful or not, however, Rumsfeld was right – there are known known’s, known…

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Five Tips For Reducing
The Cost Of Branding.

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.....

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