RANT: Why is Marketing Budgeting always undertaken in isolation of the Customer Acquisition Cost and Customer Lifetime Value?
RAVE 3: Business Books; Play Bigger.
Play Bigger provides a foundation for providing any company with a greater chance of business success. It is a must-read business book.
RAVE 2: What great marketing looks like.
Great marketing starts with the customer. To be able to create and deliver great marketing you need to fully understand consumer psychology and why people are motivated to buy in the first place. I am a great fan of Phil Barden. His book Decoded provides terrific insight into the mindset of the consumer. From there […]
RAVE 1: What is a Brand?
How consumer psychology can provide insights into what a Brand is.
RANT 2: Marketing Planning. More like guessing
I have seen numerous posts and articles recently talking to and discussing how the marketing function should improve its planning and become more integrated with sales in the pursuit of successful growth. Frankly almost all of these have filled me with horror. There was even one post from a well respected CMO, who described that […]
RANT 1: Where has Marketing gone?
RANT: Why is it that the Marketing function and thereby what it is required to deliver has become a subset of what the discipline is really accountable for?