Why brand marketing needs a relaunch and how to do it

Martin Glenn

In this article, Martin Glenn, of the Birds Eye Iglo Group, describes five challenges which he sees as leading to an increasing and dangerous lack of confidence in brand marketing.

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...

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