Marketing and urban myths
Laurie YoungPWC
One of the most successful marketing strategies that the world has seen, which has been employed by professional service firms across the world for about 100 years, is called 'Thought Leadership'. Yet, because it's not an fmcg strategy, neither the agencies nor the marketing academics have really studied it. As a result, it has not been generally used by the marketing industry, despite its staggering success.
Thought leadership is a vast, influential and diverse range of activities, which, at its best, produces systematic, iconic work like the McKinsey Quarterlyor Interbrand's annual...