Why cutting marketing budgets compounds faster than you think
Kraft mac and cheese fell to 39% share as zero-based budgeting proved marketing works multiplicatively, not additively—cutting 25% one year costs far more.
Marketing
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When LEGO abandoned open creativity for licensed franchise merchandising
Marketing consultant questions LEGO's shift from open-ended building blocks to licensed IP sets, sparking debate about retail economics versus imagination.
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Merkle's recommendations to implement the People-Based Marketing
Merkle has released its seventh installment of the Marketing Imperatives, a guidebook for CMOs. The 2019 Marketing Imperatives prescribe the building blocks of an integrated, successful people-based marketing strategy. “Placing the customer at the center of the business strategy is a top priority for CMOs, but figuring out how
