The above cartoon from the always-brilliant Tom Fishburne is, unfortunately, too often, true. As Tom writes in the notes that accompany the cartoon that “a marketing campaign is only as strong as the strategy that drives it. Yet sometimes we treat marketing strategy as an afterthought” and “...advertising can’t fix a bad marketing strategy”. However, advertising and brand agencies may be trying to to correct that with the appointment of strategists that go beyond the traditional role played by the planner and look to advise the client on the marketing strategy itself.
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- “More than ever, high-end fashion houses are selling to the full spectrum of prices and customers. And, surprisingly, cheap-chic brands may be giving couture—astronomically expensive made-to-measure clothing—a new lease on life.” - The Wall Street Journal
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- Brand Architect reports on developments in the marketing services industry and hopefully contributes to the thinking that is shaping the intersecting worlds of brand consulting, advertising and management consulting.
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- I am a founding partner of Sagacite, a management and creative consultancy focused on brands and branding. You can learn more about Sagacite by visiting www.sagacite.co.za
Books
Malcolm Gladwell: The Tipping Point
Brilliant insight into foundations of viral marketing (****)Jean-Noel Kapferer: The New Strategic Brand Management
Comprehensive and insightful (*****)Frans Johansson: The Medici Effect
Thesis on ideas from intersecting worlds (***)Jon Miller: The Business of Brands
Business book about the value of brands (***)John Gerzema & Ed Lebar: The Brand Bubble
Creation of true brand value (****)Taleb Nassim Nicholas: The Black Swan
impact of highly improbable events (****)Peter Schwartz: The Art of the Long View
Building scenarios (***)John Hunt: The Art of the Idea
Succinct insight and inspiration (****)Joshua Cooper Ramo: The Age of the Unthinkable
New rules for complexity (***)Kevin Lane Keller: Strategic Brand Management
The essential MBA text (*****)Dennis Sherwood: Seeing the Forest for the Trees
Excellent systems thinking book (****)Kees van der Heijden: Scenarios: The Art of Strategic Conversation
The book on scenario planning (****)Gill Ringland: Scenario Planning
Comprehensive introduction to scenario planning (***)Alice Tybout: Kellogg on Branding
Brand essays from renowned business school (***)Jim Collins: Good to Great
Written about companies, applies to brands (***)Jean-Marie Dru: Disruption
Useful for creative brainstorming (***)David Ogilvy: Confessions of an Advertising Man
David Ogilvy distilled (****)Philip Kotler & John Caslione: Chaotics
Marketing in the Age of Turbulence (***)Business Planning for Turbulent Times
New methods for applying scenarios (****)Rita Clifton: Brands and Branding
A good overview of strategic brand management (***)Jean-Marc Lehu: Branded Entertainment
Explains branded entertainment (****)Martin Lindstrom: Brand Sense
Argument for and how to craft sensory brand elements (***)W. Chan Kim: Blue Ocean Strategy
Brilliant strategic thinking (****)Edited by Nicholas Ind: Beyond Branding
Brands and society (***)Hugh Courtney: 20/20 Foresight: Crafting Strategy in an Uncertain World
Good toolkit (***)
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When Strategy is Left to Post-Production
The above cartoon from the always-brilliant Tom Fishburne is, unfortunately, too often, true. As Tom writes in the notes that accompany the cartoon that “a marketing campaign is only as strong as the strategy that drives it. Yet sometimes we treat marketing strategy as an afterthought” and “...advertising can’t fix a bad marketing strategy”. However, advertising and brand agencies may be trying to to correct that with the appointment of strategists that go beyond the traditional role played by the planner and look to advise the client on the marketing strategy itself.
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