Fundamental brand strategy is crucial

The principle put forward by David Wheldon ( that brand strategy and business strategy are elemental to the decisions, conduct and operation of all parts of an organisation has been around for many years.

The understanding that customers own and influence brands through a mountain of real-time touchpoints is surely universal, and the realisation that skillful brand development is a major component of “live or die” business transformation and growth is clear.

After all, strategic development has never been so important, leadership has never been more scrutinised, creative thinking has never had more relevance and brand has never had such a vital role.

It is and always has been clear that the CEO must not only be obsessed with brand, but also ensure that all parts of their organisation deliver against fundamental brand strategy.

Steve Cook
Brand strategist
Marketing Team Direct


Merging channels meets consumer demand

Webops Temp

Your innovation update about retail ( Outdoors) highlights how the consumer buying cycle is changing. The journey a consumer goes on when deciding to make a purchase is no longer linear, and may touch both the on and offline world several times before making a purchase. We see this new breed of consumer as the […]


Carlsberg launches on-pack Euro 2012 campaign

Seb Joseph

Carlsberg, the official beer of the England football team, begins the final phase of its multi-channel marketing campaign for this year’s European Championship football tournament with the launch of limited edition off-trade packs.