Strong Brands Are Customer-oriented NOT Customer-led
In the last class of the MBA Brand Management course I teach, one of my students asked me a very simple, but provocative, question. My boss often says the customer is always right. To beat the competition, all we need to do is to listen to her and give her what she wants. Intuitively this […]
Hands Up. Who Wants To Be An Innovator?
Back when I started my career (or when dinosaurs ruled the earth) there was a very different perspective of innovation and innovators. They were an elite group of secret, almost mythical, creatures toiling away in labs far from the prying eyes of competitors or even colleagues without a C-suite designation. As a lowly advertising guy, […]