I was alerted to the following by Michael Gass in one of his always-informative tweets. It’s by Kenneth Roman, former CEO of Ogilvy and is timely because, on 25 August the Marketing Society in Scotland is celebrating the life of David Ogilvy with a series of events as part of the Edinburgh International Marketing Festival. [...]
Writing Archive
Communication is now the prime asset for business.
In the beginning was the product. And if the product was good, a business gained competitive advantage. But over time product differentiation lessened and most products today deliver most of what they claim most of the time. So along came service and businesses tried to show they cared by getting ‘close to customers’. This often [...]