Mark Ritson wrote an article for Marketing Week titled We need a new ‘third way’ to set marketing budgets. Continue reading “We need a new ‘third way’ to set marketing budgets”
Marketing professor Bruce Clark used the term “collateral brand damage.” I love this concept. Continue reading “collateral brand damage”
Tom Lewis wrote a post titled Are The Accountants Killing Your Brand? Continue reading “Are The Accountants Killing Your Brand?”
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”
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”
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”