WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
Just a snippet here. While itâ€™s fresh on my mind.
You can debate right into the night, like undergraduates in a dorm room, about whether a marketing initiative is successful just because it generates sales. We can have that debate, and I will take both sides and win both. But there is one thing you cannot debate:
A marketing initiative that does not (eventually) generate transactions is NOT successful. And, marketing that costs more than it generates is not marketing. Itâ€™s art. And who wants to pay that kind of money for that kind of art?
Strategy. Concept. Execution.