Brand energy: overcoming the curse of the silo

Peter Hutton

The traditional fmcg marketing model does not apply to servicebrands. PETER HUTTON calls for a holistic approach

Speaker's Corner

Brand energy: overcoming the curse of the silo

Peter HuttonBrandEnergy Research

The traditional concepts of marketing are fmcg-focused. They were developed to sell more physical products, and creating a brand was about the four Ps: product, pricing, packaging and positioning.  

But the higher the service content of the offering, the less well this way of thinking works. At the extreme, it works particularly badly for government, which is just beginning torealise that it has many...

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