Horses for courses: stewarding brands across borders in times of rapid change

Linda Caller and Sheila Byfield

In today's complex and changing world models that can help guide marketing processes and thinking are extremely valuable.
  

Horses for courses: stewarding brands across borders in times of rapid change1

Sheila Byfield The network, Europe andLinda Caller Ogilvy & Mather

The consumerisation continuum

Marketing is both a relationship with the consumer, based upon a series of transactions which, over time, should result in mutual benefit, and a parallel dialogue between you and the customer(s), which communicates the information necessary to define the relationship (Mercer 1997).

In an increasingly competitive and complex world, the building of successful brands relies on establishing and nurturing a strong and relevant relationship...

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