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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Quality is a means, not an end
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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.