Much is written about brands yet many ignore or misunderstand the difference between a simply named products and the brand. So what's the difference and why should you bother?
Making money is what a company is all about so marketing must always measure and manage the numbers.
Marketers can and should play a greater role in being the early warning radar system and knowledge bank of businesses
How and why marketers can and should lead businesses out of the recession. 6 top tips
The greatest brands have always been characterised by high awareness, a clear and distinctive image, an ability to evoke a strong rational and emotional bond with audiences, stretch into new markets as well as change with the times. National Geographic delivers a great brand experience. Their story started in 1888.
The marketer's key role is to be a disciple of customer understanding. So revere and truly understand customers and evangelise this message to your collegues.
Whatever the marketer's job title, influencing and managing the effective delivery of the commercial strategy through the business is vital to success.