Erna George • Fair Exchange • Column • MarkLives

Fair Exchange: Deliverables define positive brand, business future

by Erna George. Deliverables sound like an obvious and well-understood business term but some recent interactions have taught me otherwise.

by Erna George. Marketers need to back up the ‘crazy’ with commercial acumen and data analysis.

by Erna George. Changing the rules of engagement for any relationship is not easy — let alone a brand-consumer relationship.

by Erna George. Open discussions and feedback in the moment are critical for any agency-client relationship

by Erna George. How do we get the most from relationship and a willingness to go further together?

by Erna George. Teams need to be hungry for knowledge and learning, and have a willingness to adapt and stretch.

by Erna George. The obsession with cost-saving won’t go away but the increased focus on price as a means of driving sales is destroying brand value.

by Erna George. If you can’t simplify things, find something else to say or someone else to help you say it.

by Erna George. Brand-manager roles at their core require strong ‘general management skills’.

by Erna George. Do management layers strip out innovativeness and accountability? Is ‘management by committee’ resulting in blandness?