A  move from a business focus upon industry consolidation and benchmarking for efficiency, to consumer-centricity has a major impact upon brand management. For one, it means brand leaders will no longer have one or two major competitors but many smaller one’s. The

So, does size still matter? (I will publish this article in two sections, this one today and another on Monday.) Section 1  In business, historically size mattered Business has a recent past of industry rationalisation, consolidation and size, where critical mass

Almost all major multinational brands have had some degree of success in the implementation of aspects of digital technology. Most of these are in the areas of social media and applications. Most are driven through good creative content.  What is

Industries converge and change at a rapid rate today. This is changing the entire concept of competition as we know it. Consumers no longer seem to use traditional industry definitions to drive their behaviour.  In a digital age, this is

Just about as long as marketing has been around, CEOs and marketers have debated how to measure success, which tools are the best and which proportion of marketing actually works.   Even with the arrival of digital media, marketers cannot yet

Published on March 31, 2015 John Goldstone of Unilever recently said that he believes it makes more sense to digitally upskill a company’s employees than it does to bring digital specialists into the business (Advertising Week Europe, 24 March). To