As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Marketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
Brands must drive digital standards, according to 2016 Vision 100 inductee Ben Rhodes, director of customer marketing at Royal Mail and executive committee member at ISBA.
There are three types of marketer: the strategic marketer, the creative marketer and the would-be marketer.