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I hear a lot of chat about brand managers needing to know about finance, the language of the boardroom etc etc. But the key priority for most brand managers is to be trained in brand management. And most aren’t. How to Position. Track. Budget. Diagnose. Target. Balance long and short. Codification. Extend. Conso…

For twenty years I’ve taught marketers that positioning is everything. Turns out I had a positioning problem of my own #linked influencing #ad The MiniMBA has forty thousand alumni across forty countries. Excellent numbers. But the feedback I kept getting wasn’t about the strategy modules. It was about my f…

Here it comes. The nonsense defense for not getting trained in the thing you profess to be an expert in. Utter nonsense. I repeat: Training in marketing makes you better at marketing. Yes there are bad training courses. Yes there are a few marketers without training who made good. They are called outliers. Stop…

For twenty years I’ve taught marketers that positioning is everything. Turns out I had a positioning problem of my own #linked influencing #ad The MiniMBA has forty thousand alumni across forty countries. Excellent numbers. But the feedback I kept getting wasn’t about the strategy modules. It was about my f…

Here it comes. The nonsense defense for not getting trained in the thing you profess to be an expert in. Utter nonsense. I repeat: Training in marketing makes you better at marketing. Yes there are bad training courses. Yes there are a few marketers without training who made good. They are called outliers. Stop…

A new company - Evidenza - is pioneering the creation of synthetic data. The potential is mind boggling. This week's column: