Agency: Rainey Kelly Cambell Roalfe | Author: Andy Nairn |
The Sunday Times: Grab Life With Both Hands
INTRODUCTION
It's not much fun being a Brand Leader these days. Suddenly, the great and the good of Marketing seem to be struggling Gillette, BA, M&S even Coke. And with the Digital Revolution, things look like getting even tougher at the top. In fact, the situation has become so acute that many have started to question whether the 'Big Fish' have anything to teach the rest of us at all.
However, this paper shows how careful planning can still help...