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- A Branding Strategy Horror Story
- A Branding Strategy Horror StoryRE: A Branding Strategy Horror StoryA smart reader just emailed me this reponse:I think you've confused strategic execution and strategic planning. Businesses should have a well-defined and understood strategy, generally the simpler the better, and you're right when you say corporate politics often prevents everyone aligning...
- Discussion threads 2008-10-14
Additional Resources
- A Branding Strategy Horror Story
- In this morning's post "Branding Strategy = Marketing Boondoggle" I explained exactly that branding strategy is mostly an excuse to waste marketing money. To illustrate the point, here's a real-life horror story. In the late 90's, Ken Fitzpatrick, the CMO at Computer Associates, spent $100 million on...
- Blog posts 2008-10-14
- Why Marketeers Hate REAL Marketing
- In yesterday's post "A Branding Strategy Horror Story" I gave an example of a completely pointless branding exercise. As I fully expected, a number of marketeers commented that the activities described in the post weren't really "branding." Here's a representative comment: "Wow, you clearly do not know what the...
- Blog posts 2008-10-15
- Meltdown an Opportunity for Marketing, Says Andersen's Dominique Hanssens
- Meltdown an Opportunity for Marketing, Says Andersen's Dominique HanssensRE: Meltdown an Opportunity for Marketing, Says Andersen's Dominique HanssensInvesting more in the marketing group during a downturn is insane, unless that marketing group is spending 100 percent of its time generating qualified sales leads and reducing sales costs.A better way to...
- Discussion threads 2008-10-15
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