According to the Australian Institute of Company Directors, companies, government and society as a whole are suffering from “excessive short-termism”. One driver of this is visibility. As the AICD notes, “In a world where information is ubiquitous and everyone is digitally connected, the short-term impact of decisions can become widely known within a matter of … Continue reading
Consumers may now shape and define brands. But it’s still the marketing team behind a brand that builds it. This post outlines four key team principles for outperformance brand building. The Challenge of Synchronising Mid to Large Brands To direct their team’s brand management efforts, a CMO typically employ a variety of tools and resources, … Continue reading
Proctor & Gamble has recently caused quite a stir in the marketing world with a global restructure that, as reported by the UK’s Marketing Magazine, “abolishes the term ‘marketing director’ and renames the marketing organisation as ‘brand management’”. As a result of this, its senior marketers across the globe will now be known as brand … Continue reading
According to Richard Branson, “Complexity is your enemy. Any fool can make something complicated. It is hard to make something simple”. It’s ironic then how much marketing tends to overcomplicate things, given that Branson is one of the profession’s most popular pin-up boys. Our last post for 2013 held a comic mirror up to some … Continue reading
Comedy can help us see things that we’re usually blind to, or that we simply prefer to ignore. As put by writer Mary Hirsch, “Humour is a rubber sword – it allows you to make a point without drawing blood.” The ad industry, for all its foibles, often manages to laugh at itself. And in … Continue reading
