Where to listen
Timestamps
02:43 – What are common client-side mistakes made at early stages of planning? 07:58 – Unrealistic goals and objectives. 12:00 – How should budgets and objectives be set? 22:17 – Objectives versus outcomes, and examples of good objectives. 26:26 – Examples of bad objectives. 27:40 – How can you put a dollar figure on share growth? 32:33 – How do you define the word brand? 34:30 – Short-termism and ROI.35:45 – Long brand positioning and...