• J Harley

    And to be absolutely confident of sending your brand clean and clear over the handle-bars, Peter, just ensure you have a CEO who treats the subject with an OD of contempt. “Shisselful” is probably where the problem begins and ends. Something for all brand champions to go away and think about.
    Great article!

  • http://twitter.com/brandconsultant Marcus Osborne

    A really good read and should be on the wall of any marketing department, especially here in Asia. I’d like to add number 7

    Hire an advertising agency to build your brand. And a year later when the mass media ad campaign they put together fails, fire them and hire another agency and then go through the whole process again ad nauseum…

    • PCLeeds

      That IS a great addition! Will need to find a way to work it into the next installment…