Strategy without tactics is the slowest route to victory, and tactics without strategy is the noise before defeat. In today's increasingly complex environment, marketers are inundated with a great deal of hype and are often prone to action over formulating a clear direction for their brand. Many marketers are investing in “experimentation” without thinking through how initiatives big and small link back to a holistic strategy for brand differentiation. “Beyond the Brief” is about providing perspectives on the big questions marketers are wrestling with and how a more holistic view leads to better investments and faster competitive response over the long-term.
We’ve seen endless articles about how to market to Millennials. But how about the younger cohort right behind them, Gen C, the “connected generation”? This is the group (those born after…0 0 + Share
Social media is fundamentally different from other marketing channels. Everyone recognizes that it is a conversation, a dialogue with current and future customers. Perhaps what is less recognized…1 0 + Share