This weekend, if the papers are to be believed, we might see the first British men’s finalist at Wimbledon for more than 70 years. I am not convinced that Andy Murray will make it to an apparently inevitable final against Federer on Sunday, but, irrespective of his performance on the courts this week, the bigger marketing question relates to the potential appeal of ‘Brand Murray’.
Marketing is possibly the most widely misunderstood business topic in the managerial world today.
Let me take you away to an oasis of consumer loyalty where huge margins and a ridiculously dominant market share are the norm. Where private label is non-existent and your biggest competitor is your second string product. No, it’s not a fantasy. It’s the alternative marketing universe occupied by Gillette.
It’s a big deal when a new chief executive takes the helm. All eyes, therefore, were on Fabrizio Freda at Reuters Global Luxury Summit in New York last week.
On a wet and windy Manchester afternoon in 2001, Sir Roland Smith, chairman of Manchester United plc, welcomed analysts and journalists alike to Old Trafford.
