If only for our own sakes, let’s take pity on the cowering consumer

As competitive conditions become apparently ever harder, marketing language (e.g. in presentations to the board) becomes increasingly aggressive.

If Only For Our Own Sakes, Let's Take Pity On The Cowering Consumer

Jeremy Bullmore WPP

I'm not sure precisely when it became fashionable for marketing directors, brand managers and advertising account executives to become aggressive but they're all at it now. No PowerPoint presentation, no marketing strategy, no report to the main board is complete without a commitment to aggressively pursue  top-line growth, bottom-line growth, two extra margin points, and shares of market, voice and shelf space. Just as all issues have to be addressed (as if they were...

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