How should marketing demonstrate added value to the business?
Marketing should be data-driven, based on cost and revenue forecasts, and defensible before the board.
How should marketing connect with the product and the brand?
Marketing should be perceived as an investment, not a cost.
What competencies do people entering marketing need?
Connecting marketing with the product is key to decisions about positioning and expansion.
How does building brand awareness differ from building brand content?
A local approach and local customer care are part of brand work in new countries.
What is brand building based on?
Brand building rests on understanding principles, analytical and critical thinking, fast learning, and soft skills.
When does brand content work begin?
Work with brand content follows the phase when the brand is already sufficiently known and can further develop the customer relationship.
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