The 7th Brands Lecture

They think it's all over...

There is a diminishing belief that brand management can lead an organisation as it could in the past. Martin Glenn in his Brands Lecture identifies five negative forces that are destroying the confidence of marketers and weakening the authority of brand management, ranging from the squeeze on margins to ever closer public scrutiny of the way companies do business.

So what can be done to restore self-confidence and for brand management to reassert its role in delivering results for an organisation? Martin calls for a re-launch of brand management and proposes five functional improvements to transform its role.

For a full copy of this lecture, please download here.