True marketing leaders follow the money, not fads and fashion

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

David Taylor on why common sense continues to be relevant for marketing leaders today.

The very first piece I wrote for Market Leaderback in 2002, 'The seven deadly sins of brand bureaucracy', marked the beginning of a campaign to cut through the bull***t and buzzwords of branding. I highlighted how many companies at the time took an overly theoretical approach to branding, divorced from the bottom-line reality of business. Common sense was not so common on the ground at all. For this anniversary edition I decided to revisit the issues from the original article and explore how relevant...

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