I had a long and eventful evening last Friday in Soho with an old University friend, who had just been stung for one of the worst bits of brand consulting I have ever seen.
NEW THINKING
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Mark Ritson, Author at Branding Strategy Insider - Page 3 of 58
I am genuinely worried about the state of our discipline. We’ve never been regarded as the most strategic part of the organization but in the last few years marketing seems to be devolving into a base tactical pursuit devoid of strategic thinking.
When it comes to major marketing moves there is a clear and enduring hierarchy of pain.
What could possibly be leading marketers astray today? Here are eight beliefs that are hurting brands.
It’s very hard to launch any kind of logo redesign and not look stupidly superficial. To the credit of Coca-Cola and its global team of executives they almost got away with it last week.