reducing marketing costs – tip 16

Last week I read an article that discussed the approach Steve Jobs took to managing his senior team at Apple. Apparently he always limited the number of people reporting to him to around 6. Further he had a policy of getting those six people together with him for an extended meeting each week. The purpose […]

Last week I read an article that discussed the approach Steve Jobs took to managing his senior team at Apple. Apparently he always limited the number of people reporting to him to around 6. Further he had a policy of getting those six people together with him for an extended meeting each week. The purpose of this 3 plus hour meeting each week was to share background on the projects they were working on. Apparently this contributed to very effective idea sharing and cross pollination. It helped to make the most of the collective expertise and wisdom and the thinking of all of those present. In another article I read about how Virgin had brought their information technology and marketing teams closer together to for a team to explore innovation and technological solutions to consumer and marketing related issues. The fact is COLLABORATION is a greatly under rated tool for…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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