A recent report on the ABC suggested that Australia was 12 to 15 years behind most European countries when it comes to online retailing. The same article suggested, and everything I read supports the view that failure to embrace online shopping, has contributed significantly to the decline of Myer and David Jones. I saw Bernie Brookes, the ...
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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