Reading Time: 3 minutesEver since the GFC, global markets seem to have become more volatile. Oil prices rise and crash; China’s growth soars and slides. When market dynamics are this dramatic, how should you look to effectively develop a longer term plan for a business in a world of spontaneity? Do you go with the ebb and flow, […]
Tag: long term value
Engaging senior leaders around the value of brands
Reading Time: 4 minutesRecent conversations have served as a reminder that not all senior leaders regard brands as something they should be involved with. If you’re struggling to get your senior team to put important brand matters on the executive agenda, here’s some reminders by way of making the case for greater consideration.
How to stay constant in a world of fads
Reading Time: 4 minutesEvery marketer is haunted by fear of missing out. As trends are identified and balloon, the decision to ignore or capitalise becomes more urgent. How do you decide what to pay attention to and what do you let pass you by?