As marketers, we are the growth drivers like never before – but in a way that requires more than great communication, increased sales and incremental innovation. We need to reframe what our brands do for people, make unusual connections to redefine categories, enable people to do more, and engage them in more genuine ways.
Unfortunately, most marketers will need the support of the Board to achieve this, and in my experience, particularly in hard times, this permission not be forthcoming. Do CEO's or MD's understand the world has changed?
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