The latest essay
Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
Read the essayFreya Langford / Chief Marketing Officer
The journal.
Perspectives from a life in leadership.
The archive.
Brand
- Open essay
Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
Customer experience
- Open essay
Growth measurement needs honest boundaries
A change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.
Growth
- Open essay
Customer insight should change a decision
Research has limited value if the organisation cannot name what it will do differently as a result.