How 'marketing science' undermines brands

Bruce Tait

Bruce Tait, co-founder of Fallon Brand Consulting, believes there is a crisis in brand differentiation and creative brand management.

How 'Marketing Science' Undermines Brands

Bruce Tait Fallon Brand Consulting

Since starting Fallon Brand Consulting four years ago we have had a tremendous opportunity to see the inner workings of marketing and brand management at a wide variety of companies. In this time, we've been shocked by the general malaise in the brand arena.

There is a sense of hopelessness in many marketing departments where few dare strive for dramatic, exponential growth through brand initiatives. Overall, the value of the marketing department seems on the wane and many CEOs have focused on cost-cutting because they no longer believe...

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