Marketing Consultant
Euro 780 million in one quarter In the 2019 financial year, Myer, with its multi-million-dollar advertising budget reported AUD24 million EBIT. This was better than any of the previous five years, but still well below a commercially acceptable level. Zara, on the other hand, has NO advertising budget and generated a profit in the April…
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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.....