The need for market orientation and communicating effectiveness: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to look at your brand from the customer’s perspective to a trip down memory lane with nostalgia brands, it’s been a busy week. Here is our take.
Marketers are from Mars
As Mark Ritson is prone to stating, the first rule of market orientation is to accept that you are not your customer. The sooner you do, the quicker you will make decisions that match reality and be able to focus your efforts on what matters. See your brand as people see your brand, and accept that you must act accordingly, however much that might jar with your view of the world at large and the world of brand management.