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”
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”
