scientists know more than you do

THAT IS OFCOURSE UNLESS YOU ARE A SCIENTIST AND NOT A BUSINESS PERSON In researching my more than 400 blog articles this year, I have read a great deal of research by some brilliant scientists – and in particular behavioural scientists – some of whom have won Nobel Prizes. It has been both informative and […]

THAT IS OFCOURSE UNLESS YOU ARE A SCIENTIST AND NOT A BUSINESS PERSON In researching my more than 400 blog articles this year, I have read a great deal of research by some brilliant scientists – and in particular behavioural scientists – some of whom have won Nobel Prizes. It has been both informative and a privilege. During the course of the year I have spoken with so many smart business people who still rely on common sense and intuition, often spurning academic research. This has been both alarming and disappointing. It makes me recall the words on an academic researcher who worked with some of the biggest corporations in the world. He said – ‘I prefer not to work with Australian businesses because the CEO’s know it all. During the course of this year we have all seen Zara take share from Myer, Aldi take share from Woolworths and…

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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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