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Loosen the reins

“We have to strike the right balance between being in touch and being in control. The irony is, the more in control we are, the more out of touch we become.”

 

A.G. Lafley, Procter & Gamble, on brand management. He actually said this already in 2006 which just makes it all the more true.

 

We had a lot of these discussions at Levi’s, my stance being that strong brands only get stronger by facilitating that consumers can talk about it (the brand) and say anything they want, rather than constantly saying ‘look at me, I’m a great brand and don’t you dare say anything different’ which, honestly, just comes across as desperate.

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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.