Marketing is fragmenting, breaking apart – a profession divided – and like a divided army, is weaker and less effective as a result. The myriad of disciplines that the modern marketer is expected to understand, become expert in and deploy, usually with some significant investment cost, is considerable. The marketer doesn’t stand a chance to [...]
I read a great newspaper article, in the Sunday Times business section I think, about Lagships – businesses that deliberately sit back and watch the mistakes that others make before defining and committing to a new strategy. At the time, despite years of being an advocate for change and fresh thinking I thought there was [...]
I’ve recently returned from 4 months embedded in a private sector client business. They have become the leading player in their markets, have a truly global operation and multiple businesses serving a very broad range of audiences. A $5bn turnover is testimony to their success. So why was I there? Well, like many corporate entities [...]
Everyone understands the world is going through a period of change. The changes are profound and fundamental. They are also irreversible. The economic downturn has been a catalyst – the straw that broke the back of doing things the way they have always been done, but the writing has been on the wall for ages.