Thought leadership: What exactly is it?

This article discusses thought leadership, arguing that it is an under-examined subject, with little academic or journalistic attention despite companies ploughing significant amounts of money into the practice.

Thought leadership: What exactly is it?

Laurie Young

Read more on this topic, including examples of FMCG thought leadership in campaigns, in Thought leadership in practice

Thought leadership is a practice used widely and successfully by many organisations to promote ideas, brands and corporate reputation. Yet, as a concept, it is oddly lacking in the marketer's toolkit. Sadly, the author of this article, Laurie Young, died recently, so we are grateful for the opportunity to publish this excerpt from his book on thought leadership as a tribute to a man whose huge intellectual curiosity and original mind...

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