After browsing through a recent Interbrand-report entitled “What’s In Store for 2010 ?”, I started wondering what could be the key five trends that are likely to dominate this year for financial services companies. Based upon my own observations, the following five stood out from the pack. The Move Towards Transparency I have talked about this …
The 53% Rule
With a background in (professional) services marketing, I have always been intrigued by the disproportionate impact that those representing brands have on consumer brand perception. This was really brought home to me once more by the recently published Conference Board study results, where they found 53% of contribution to customer loyalty to be attributable to …
The Functional Blind Spot: Think EBITDA, not CPM
Throughout my career, I have had the good fortune of working across a variety of functional disciplines, including (general) management, HR and marketing. One of the best things to come out of that is the ability to link these different disciplines together, and understand that – at the end of the day – it is …
Marketing Myth # 3 – “Marketing = 4 (or 5, or 6) Ps”
At some point, someone started adding another P (People) in an effort to expand the model, but no matter how many Ps we add, we cannot continue to avoid the facts: the classic marketing model is broken.
Marketing Myth # 1 – “Marketing Is A Cost Center”
Just because it spends money, doesn’t mean it is a “cost centre” Too many CEOs and CFOs continue to think of marketing as a cost centre. Not only is this counterproductive, but it also reflects an organisation that is lacking maturity in terms of marketing, which is likely to have a negative impact on how …
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