Marketing Consultant
3 pathways away from mediocrity Over the last week a number of retailers, including David Jones, Country Road and Harvey Norman have reported a boost in sales over the Christmas period Overall however Australian retailing is in a parlous state, in part due to difficult economic conditions, in part due to low consumer confidence, in…
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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.....