fair exchange • Tags • Page 4 of 7 •

Fair Exchange: Shifting of consumer benefits erodes brands

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?

by Erna George. While being passionate about your brand, you need to realise you and your views are not always those of the brand.

by Erna George. One of the hardest lessons for many in marketing is the art of summarising.