A Fast Company article about a campaign for The North Face manipulating Wikipedia addresses the ethics and integrity (or lack thereof) of a brand. Continue reading “The North Face manipulating Wikipedia”
Some people are bricks. Some people are mortar.
Brad Frost wrote a blog post about the difference between brick and mortar roles.
“Mortar people serve as the glue that helps hold the bricks together, which leads to sturdier projects.” Continue reading “Some people are bricks. Some people are mortar.”
Digital metrics blocking business value creation
The Australian Financial Review published an interview with Bruce Buchanan, former CEO of Jetstar.
“Why does it cost three times more to acquire a customer in one business than the other, owned by the same group, selling the same product – it’s all brand.” Continue reading “Digital metrics blocking business value creation”
In B2B or B2C, don’t ignore the brand
Mark Ritson wrote an article about business-to-business marketing (B2B) in The Australian which contains lots of wisdom. The article draws from new B2B research by Les Binet and Peter Field. Continue reading “In B2B or B2C, don’t ignore the brand”
Articles of Interest 