All posts tagged "Graham Robertson"
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Clients Get The Advertising They Deserve
Clients get the advertising they deserve. While that’s a very famous tongue-in-cheek quote from David Ogilvy, it should be a kick in the butt to clients....
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The 10 Most Abused Words by Marketers
1. Relevant When I was running the marketing department at J&J, I jokingly banned this word “relevant” because it was so abused. I found that...
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How to be Successful in the Brand Manager Role
Most new brand managers mistakenly think this role is about managing because they finally get a chance to manage a direct report. However, the bigger...
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How to Be a Great Brand Leader: Do Absolutely Nothing
Very early on in my brand management career, I was at a dinner party with my in-laws, who began to grill me on what...
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Are You Strategic?
After 20 years of managing Marketing teams, I have seen hundreds if not thousands of marketers. It is fascinating that everyone proclaims “I’m a strategic thinker”, yet in...
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Brands only have 4 choices: better, different, cheaper or not around for very long.
There are some consumer driven marketers who think if you do such a great job in servicing the consumer, you should not have to worry...
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The 7 Essential Elements for Good Strategic Thinking
As the speed of marketing has increased, many brand leaders have become so fixated on getting things done quickly that they don’t take the time...
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How to Succeed in Marketing
Having a successful career in Marketing At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs and...
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How to run your B2B (business to business) brand
Too many people think that brand management matters most to a consumer brand, and they under-estimate the value of marketing for B2B brands. And many...
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5 Key Areas Brand Managers Should Focus on to Reach their Full Potential
After 20 years of CPG marketing, I have hired so many potentially great marketers–who were eager for success, brilliant, hard-working and dedicated. But in reality, about 50%...
