Articles

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Quality is a means, not an end

Quality is often the main message brands want to convey. However, this is not an effective branding message because quality is relative and even expected.

 

Quality is not your end-game, but the starting point, and should be treated that way.

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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.