Why brand marketing needs a relaunch and how to do it
Martin GlennBirds Eye Iglo Group
I believe that brand marketeers are facing a crisis of confidence. I want to talk about what we can do to restore that confidence and reclaim their authority in terms of being marketing-led businesses. If we accept that brands are now going to be managed by the vagaries of a global chat room, we're in big trouble. As Benjamin Franklin said, drive your business or it will drive you.
So what are the issues? I think there are five major factors that have...