Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
By Mark Ritson
Ritson and Sharp locked horns over some of marketing’s thorniest issues, such as science, creativity and targeting – but found common ground rejecting marketers’ feelings of shame about their profession.
Estée Lauder’s first customer engagement and retail boss explains why the new role was necessary and how a focus on consumer insight is boosting innovation and the consumer experience both online and offline.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week reveals the top 10 marketers in the charity and public sectors, part of our Top 100 Most Effective Marketers project.
Lego believes it has a role to play in equipping children with the skills they might need in a future job market set to be disrupted by automation.
To win over internal sceptics, marketers must forge stronger bonds with the C-suite by talking about marketing as a lever for growth and better defining their scope and impact.