During the 90s, from unlikely origins in the small country of Finland, there emerged a remarkable manufacturing story.
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Mark Ritson, Author at Branding Strategy Insider - Page 45 of 58
Once in a while a consultant gets lucky and encounters a trend before it takes hold across their marketplace. Over the past few months I think I have been running up against just such a trend and it worries me.
Over the past five years I have observed some outrageously successful brand executions.
When I talk to marketing managers, their market segmentation study is usually one of the greatest sources of professional satisfaction. But my next question usually brings the conversation to a standstill.
Visit any Fortune 500 company and ask the first 10 employees you meet about their brand. Not one, barring the brand manager (if you are lucky), will have a clue what values or positioning they should be delivering to customers.