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...