Adding value not cost is the secret

Remember to bookmark our Web site address: Letter of the month prize. Every month the editor will award this de luxe fountain pen to the writer of the best letter. The chrome and 22ct gold pen, made by A

Confusion marketing means, I suggest, that its marketers are confused. The killer question is: what percentage of marketing spends in the UK today adds cost instead of adding value?

Companies who have a semi-monopoly tend to add cost not value. Companies who defensively spend money adding entry barriers are adding cost not value. Companies in crowded markets which own the reference brand image but are doing nothing else to stay closest to consumer needs add cost not value.

These and other confused types of organisation demean marketing, and over time impoverish their capability to compete in world markets. They impoverish our country’s long-term growth.

Isn’t it time to openly question all the confused practices of marketing which prevent organisations from learning to compete on value creation. Or should we lie down and watch the UK become a third world country within a decade?

Chris Macrae

Marketing consultant


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here