You’re in charge of marketing, right? No. You’re not.
Filed Under: 21st Century Branding, Beliefs-Based Branding, Intrinsic Branding, Leadership
There’s this paradox about being responsible for the marketing of an organization: You are “in charge” of the brand and at the same time, you are not in charge of …
How much money should I spend on marketing?
Filed Under: 21st Century Branding, Beliefs-Based Branding, Case Studies
As little as possible, mate. Surprised? You’ve been taught to believe that marketing is a cost center. You’ve been trained to think that when you invest in marketing you are …
