Marketers need to focus more on brand research
The focus of branding continues to be on tactics and strategy, with the result that too many marketers ignore the health of the brand. In a recent Marketing Week column Mark Ritson says that brand managers tend to forget that their first job is job is brand diagnosis.
Quoting Martin Weigel, head of strategy at Wieden+Kennedy Amsterdam, Ritson says this “fetishisation of insight oversimplifies the challenge of research, understates the complexity of getting to grips with the current state the brand is in, and overcompensates for agency teams who don’t want to do the hard yards to get to grips with the client’s brand”.
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