Marketing Consultant
Advertising agencies pride themselves in their ‘creativity.’ Without even taking the trouble to define ‘creativity’, most advertising agencies claim a creative capability their competitors don’t have. They claim to be more creative than each other – while boasting about their awards for creative brilliance. Reflecting on the industry view, Fortuna suggests ‘creativity is the soul of advertising…
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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.....