How to build a brand by doing, not theorising

Uses behaviour economics to outline a different way to do marketing, which starts with the business strategy and the CEO's business objectives.

Marketing has focused for too long on theoretical brand models and lost some of its influence with the CEO and CFO. And while doing so, marketing lost its economic impact.

In this article we outline a different way to do marketing. Marketing that doesn’t start with the brand, but with the business strategy and the CEO’s business objectives. In order to achieve the strategy and objectives, the CEO needs to motivate people to action. So to bring these people one step closer to the company and to encourage them to behave as defined in the business strategy – that is...

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