Marketing Consultant
A great deal has been written here and elsewhere about the irrational behaviour of consumers. However, it is also important to remember that marketers and businesspeople, in general, are also consumers, or at the very least human beings and as such inclined to be irrational. Further, there is ample evidence to suggest that the best…
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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.....
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