opportunity 118 of 150 Communication – two way communication – will always be more effective than traditional advertising – barking at people. Before communicating, however, it is important to look at all the options. Zara, the 5th largest fashion retailer in the world, and the brand that has made its owner one of the 5 […]

opportunity 118 of 150 Communication – two way communication – will always be more effective than traditional advertising – barking at people. Before communicating, however, it is important to look at all the options. Zara, the 5th largest fashion retailer in the world, and the brand that has made its owner one of the 5 wealthiest people in the world, has no advertising budget. Zara is an example of a business that looked at all the options before communicating – and the best option involved leaving the communication to their customers. The Zara strategy is to offer a product that is so good, they don’t need to advertise. This strategy has also been adopted by Krispy Kreme, Rolls Royce and Tesla. All of these businesses let their products do the talking. All of these businesses understand that there are three source of business, not just one. Advertising tends to focus…