Our marketer on the inside takes us back to the ‘credit crunch’ in 2008 and a strategy that doubled profitability for one big brand despite the marketing budget being cut by 75%.
Our marketer on the inside admits being strategy-forward is not for the faint hearted, so has identified five key principles that will help brand leaders navigate through the fog of uncertainty.
Our marketer on the inside shares five resolutions careworn marketers should adhere to this year.
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Christmas is a special time for marketers stuck in dead-end companies, more interested in their operations than their customers, as it gives them an opportunity to hone skills and test things out.
To avoid missing out on opportunities as a result of not getting the required investment, our marketer on the inside recommends stress testing the plan before going into the boardroom with the aid of five key questions.
Marketers should focus on encoding their brand into the minds of customers – not trying to build relationships with them.
Showing commitment, energy and passion is far more important than gimmicks and big ideas when it comes to pitching.
Ongoing issues around media neutrality and transparency make it very difficult to build strong and trusted client-agency relationships.
The difference between good strategy and poor strategy is immense. As part of a new series, our undercover marketer explains why it’s better to take longer, shoot for the stars and slip a bit than to aim for mediocracy and achieve it.
New opportunities will always arise so make sure you have the inner confidence to persevere.
When looking for your next job don’t settle. Just because you’ve been made redundant doesn’t mean you should lower your standards. If the fit isn’t there, move on and put the interview down to experience.
The experiences gained during periods of reflection can be invaluable; they help build you into a more rounded and interesting person.
Getting yourself out into the world of work again, in whatever form that might take, will help you realise your value.
It’s important when you’re out of work to dig deep into your network while exploring options, because people that are slightly further removed from your situation can be invaluable at helping you see the bigger picture.