[Mike Taberner] "Strategy" is a word bandied around by businesses on a daily basis. Fundamentally, it's become a simple term, part of the "business jargon brigade".
[Mike Taberner] Marketing relies on businesses that have stories to tell, on great strategy development, excellent creative deployment of the message and a budget to achieve this.
[Mike Taberner] Why are so many companies trading in these tough economic times, still content with not delivering their brand promises? Key elements of product quality, service and experience still elude consumers on an almost daily basis.
[Mike Taberner] Great brands have many things in common: visionary leaders, great marketing strategies, excellent products and a great understanding of their competitive landscape. They also have a focus on including their employees in their marketing efforts.
[Mike Taberner] I am seeing many people talking about the virtues of big data and what this will do from a customer relationship management point of view. While I agree that the opportunity to dig deeper into your customer and their habits will be greatly enhanced, I fundamentally disagree with the idea that CRM is about the data.
[Mike Taberner] This is the line that we use as a reminder whenever we approach a project or idea. We are particularly critical when it comes to evaluating whether the campaign idea is strong enough to support the brand we are working with. Importantly though, it liberates us when it comes to our creative processes.
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