Just over a year ago Jon Mandel, the former CEO of media agency Mediacom, stood up to speak at the Association of National Advertisers media conference in Miami. Mandel was the fourth of four to discuss the topic of transparency. As he rose there was little anticipation of what was to come.
I had a long and eventful evening last Friday in Soho with an old University friend, who had just been stung for one of the worst bits of brand consulting I have ever seen.
I am genuinely worried about the state of our discipline. We’ve never been regarded as the most strategic part of the organization but in the last few years marketing seems to be devolving into a base tactical pursuit devoid of strategic thinking.
When it comes to major marketing moves there is a clear and enduring hierarchy of pain.
What could possibly be leading marketers astray today? Here are eight beliefs that are hurting brands.
