Still no consensus
Marketing are at an acceptable level.
IF YOU THOUGHT the creativity versus effectiveness argument was a t hing of t he past, t hink again.
There’s widespread acceptance that brand marketing should play a bigger role in the economic and social development of the country, but they are not investing enough in initiatives that sustain the future of the planet. There’s a strong feeling that brand marketing is not taken seriously enough in the boardroom. This is a view that two-thirds of brand owners agree with. This should be of great concern. HOW CAN BRAND MARKETING EARN RESPECT? “First and foremost,” s a y s Ye l l o - wood’s David Bly th, “it should understand its role in r e l a t i on to t he busi ness s t r ateg y. And brand marketing should ensure that all activities are clearly linked to business objectives and should show how they contribute to overall strategic intent.”
A lack of thought leaders, a shortage of skills (rated “unacceptably low”) and adequate strateg y-led advice have a negative impact on how brand marketing is viewed. Brand marketing doesn’t have the influence it should at the top level of organisations. To achieve this, we need to be able to demonstrate substantial contribution t o busi nes s resu lts, be seen as t he providers of future business leadership and the cu rators of the businesses’ most v a l uable assets – their brands.