For Board members or for non-commercial executives thinking about the commercial area of their business branding, marketing and advertising occupies most focus and sales is left pretty much to fend for itself.
This mindset is to be regretted, as sales must offer the business many opportunities to add value in building and retaining a strong customer network. I have seen too many great brands with fantastic advertising flounder because no one could buy their product, or retailers or wholesalers were constantly out of stock or pricing did not reflect brand values. … Read more