3min chapter

On Strategy Showcase cover image

Ep#1 Planning for Effective Outcomes: "Starting out right" with Mark Ritson

On Strategy Showcase

CHAPTER

Is Brand Not Simply Reputation?

The reason we need a strong brand primarily is to reduce price sensitivity. The answer to stopping companies being short-term isn't to change the word for brand, it's to start talking about long-term relationships. We've spent 20 years trying to get marketers in the boardroom without worrying about the fact that they make a fool of themselves and marketing as well.

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