What’s Your Brand’s Point of View (and Who Decides)? [Video]
The CMI team says, “As businesses face increasing pressure to innovate, many are building “idea marketplaces” — systems for resurfacing and connecting ideas that dropped off their radar. While it’s true that promising ideas often get buried or ignored, the approach overlooks a fundamental organizational challenge: failure to clarify beliefs about its business, customers, or market. Robert Rose says this gap leaves marketers without a metric to gauge which ideas are worth pursuing. Read this week’s Rose-Colored Glasses for his recommended fix.”
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