The Missing Link

At the Management Congress I attended in São Paulo, a Brazilian marketing guru (BMG) and Planetary Strategy Guru (and my old pal from McKinsey) Kenichi Ohmae had this exchange:

BMG: “What’s the main thing missing in Brazilian companies’ efforts to achieve ‘branding excellence.’?”

KO: “Aggressive marketing budgets!”

Amen! SMEs (Small & Medium-sized Enterprises) in particular routinely shortchange their marketing-positioning-PR budgets and activities. I don’t believe in “throwing money at marketing,” but I do believe in … Naked Aggression … in getting your name before the Client base and starting BUZZ pre-Day One!

Tom Peters posted this on November 11, 2004, in Branding.
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