"The trouble with marketing theorists, with all their triangles and flow charts, is not that they are wrong. They just make sense of what good marketing does instinctively but after the fact. It is instinctive marketing – marketing which is based on your beliefs and your values – that makes the biggest impact. The impression that the ‘after-the-fact marketing science’ gives us is that in fact these things are unimportant, but at the end of the day this is what makes a brand distinct and gives it soul"
– Tessa Graham
Sponsored By: Harvard Business School Press
