Thought leadership: What exactly is it?
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 produced many important works. Here he explores the meaning of thought leadership, how it has evolved and how marketers can make better use of it.