We all know the corporate drill of revenue and market share being the single biggest company purpose. And that the tactics and programmes you implement to achieve those business targets become your strategy – your ‘how to’. Then there is organisational culture that purists overlay into the strategy mix to keep behaviours in check. Plus,Continue reading “When a brand concept becomes your corporate strategy”
Tag Archives: Brand
Online Brand measurement
So, by way of an update on brand health measurement… We have gone from quarterly traditional reports to monthly ones, and have challenged our agency to come up with a real-time online solution going forward. Moving to a 100% online poll-type questionnaire is not as simple as it seems when you’re working in a marketContinue reading “Online Brand measurement”
Too Messi for Arab world?
It’s interesting isn’t it when big global sponsorship deals are made on little or no brand suitability of association. Messi is case in point, and so is his team FCB. It seems every brand with big enough cashflow for decent bragging rights is in on the action. (Would FCB survive at all without its eclectic yet numerous paidContinue reading “Too Messi for Arab world?”
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