Customer perceptions and understanding Agile: Your Marketing Week
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the challenges of marketing in an unloved sector to why adopting Agile is a “statement of intent” from Boots, it’s been a busy week. Here is my take.
Brand on the run
“A brand is what a brand does. You don’t tell a customer what your brand is, they judge that for themselves.”
This according to Jan Gooding, former Aviva brand chief and inspiration for Neil Costello, who recalled his former boss’ advice when explaining his approach in his new role as marketing director at debt collection firm Lowell.