The value of marketing and brand revamps: 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 downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Invest in marketing
Getting businesses to understand the value of marketing and to see it as an investment rather than a cost is a battle many CMOs will be familiar with. One thing that could be fuelling the problem is brands putting too much emphasis on ROI without positioning it within a wider context.