Empty brands:

What happens when your brand has no social, ethical or environmental foundations? Do brands that are simply economic or perhaps more superficial enjoy long term success? Answer: yes. At least they did.   Focus on real values As marketing, brand building and public relations become more sophisticated¬†there are always opportunities to promote style over content, […]

6 steps to show you know what customers want

Six steps to show you know It’s surprising sometimes just how little or perhaps irregularly we test our assumptions about what we think we know or don’t know about our customers. And, it’s sometimes worthwhile just to step back and apply a few simple tests to see if we’re clear about what we do or […]

Marketing disciplines

Marketing as a department is a redundant idea, marketing as a function is too limited. But, does marketing as a set of strategic disciplines make more sense than ever? From department to function to process to discipline Marketing is going through significant change right now, it has been going through this change for almost 10 […]