Or die

Finweek English Edition - - ADVERTISING & MARKETING -

EASY TO SAY but hard to be. That’s ‘rel­e­vant’, the most im­por­tant word in mar­ket­ing, ac­cord­ing to a white pa­per pro­duced by Yel­low­wood brand con­sul­tants. “If your prod­ucts, ser­vices, com­mu­ni­ca­tions and ex­pe­ri­ences are not rel­e­vant to the peo­ple you are try­ing to reach, you may as well pack up and go home,” says Yel­low­wood se­nior strate­gist Ni­cole Zetler. “Rel­e­vance means your con­sumers will »

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