The Danger of Doing “Enough”: Why Brands Fade Into Irrelevance
Sometime last year, I was referred to someone for a paid consultation and in the course of our conversation, I realized that his brand had stopped marketing campaigns. When I asked why, he said they had done “enough.” Enough? What do you mean enough, when global conglomerates are still advertising, still spending heavily, still fighting […]
Why Even the Best Products Need Marketing: Lessons from Femi Otedola
There is a persistent myth in business that a good product sells itself. Another equally misleading belief is that a big name doesn’t need marketing. Neither is true. As the marketplace gets increasingly more crowded and noisier, even the most outstanding products – and the most recognizable brands – require intentional, strategic, well-funded marketing to […]