This article is by John F. Marshall, senior partner, Global Director of Strategy, Lippincott.
Last year, for well over 100 brands, it was time for a new brand positioning and marketing message.
In fact, rebranding or repositioning is happening with increasing frequency, as changes in the media landscape and message-weary audiences are making it harder for the same message to break through. But a growing number of companies are now viewing the marketer’s job inside the building to be as important as the one outside. For if you think skepticism about a new campaign is high externally, the data inside is just as tough.
Via Niels Biersteker