JP Castlin

The answer to modern big brand market challenges is not a default to startup mode. Doing so is the tapeworm diet of marketing and will do little else than eat you up from inside.

Effectiveness is a matter of marketing management.  A framework is the best way to ensure brands are doing the right thing, not just doing things right.

The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Castlin.

Copying successful brands in the belief they have a formula for growth is bound to fail. Focus on being better than competitors and solving business problems with a critical approach.