Google is looking to reposition itself. That was the key takeaway from an interview the company’s co-founder and chief executive Larry Page gave to the Financial Times recently.
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Mark Ritson, Author at Branding Strategy Insider - Page 12 of 58
This is the time of year when many marketing departments decide how their particular share of the industry’s enormous marketing spend will be applied in the following year.
Four friends go out for dinner. One is an accountant, one is an engineer, one a financial analyst in the City, and one is a marketer. Before you read on, close your eyes and imagine what each one of these dinner guests looks like.
When I teach the brand management elective to MBA students, we explore case studies of companies getting it right and wrong. One of the most common observations that keeps coming up has nothing to do with strategy and everything to do with gender.
The world of marketing has evolved, and today the companies that supply marketing communications and brand strategy are very different.