Brand energy: overcoming the curse of the silo

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 wasabout the four Ps: product,...