There are regular debates about the role of Marketing, as a function, within organisations; often centred around the influence it achieves at Board level.
Quadrant has been prompted to revisit the debate by the increasing coverage surrounding the purpose of organisations and brands, the ethics of consumerism and sustainability in its different forms, and what some are calling ‘Marketing for good’ (Read More)
When organisations or marketing people use the word ‘launch’, it tends to designate a major event, either product or campaign, that has been worked on for months or years. It will have been finely tuned to achieve maximum success from day one. In some sectors, like pharma, a launch date was only at the end of ‘the sum of the R&D parts’. Other sectors get an easier ride, with more tolerance for solving early snags once launched.
Today, when all the talk is about digital and disruptive, there is an increasing call for ‘minimum viable products’ or MVPs, where speed to market, agility and ‘modify as you go’ are the watchwords. MVP is leaner than a robust Customer Value Proposition (CVP) development with its detailed launch preparation. It is only intended to satisfy and gain ‘beta stage’ feedback on features from early adopters. The product or service is then subjected to multiple ‘releases’ before launch and during its lifecycle. (Read More)
A new year is a classic time for business and personal reviews. No different for Quadrant, we’ve been thinking hard about what we should do differently and better in 2015, and how best to communicate this.
Whilst finalising our evolving proposition, of which more later, we were struck by a press release from the Fournaise Marketing Group, headlined ‘Marketers made 3 Effectiveness Mistakes in 2014’. Fournaise claim that 75% of marketing strategies and ad campaigns underperformed last year and failed ‘to deliver the positive business results their management expected them to deliver’. (Read More)