Articles

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Free your mind and your assets will follow

Jon Bains has written an insightful and entertaining post on his blog about media-neutral marketing.

 

Well, actually it’s about looking for inspiration beyond the immediate, un-terming familiar terms, and breaking the habits while retaining the DNA of the brand. He titles it Analog to Digital Conversion and here it is.

 

Jon co-founded digital creative agency Lateral in the mid 90s and I had the pleasure of working with him and his crew for several years when I was at Levi’s.

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The rise of the marketing operations director

The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.

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When marketing strategy is worthless

Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.

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Marketing’s influence is not the goal, part 2

When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.