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How not to plan - Les Binet & Sarah Carter
Uncensored CMO
Is There a Myth Busting Marketing Column in Admap?
It started life as a column called myth buster in Admap. The editor at the time was actually quite cross with us for wasting his time. But you can't really just talk about communication without talking about that context, can you? If there's a new cheesy product that so-and-so brand wants to launch and five years ago they tried it and it failed then. And if they're going to support that, then they are going to neglect the core where, you know, you get the maximum payback. You've definitely taken a lot of the popular things we believe about marketing and demonstrated why they're kind of wrong sort of thing.
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