Marketing activity is crucial for building a brand’s reputation
Marketing more important when times get tough (John Burns)
Lack of Adequate Marketing can even impact Share Prices
Brands need to ensure they are marketed effectively in order to remain competitive on the global stage, it has been revealed.
Ray Jones, head of communications and external affairs at the Chartered Institute of Marketing (CIM), said that marketing activity is crucial for building a brand’s reputation.
This is a long-term strategy for showing the credentials of a company, he stressed, regardless of whether they are involved with high street retailing or e-commerce.
“When you look closely at the people around the boardroom table at companies like Vodafone, M&S and Tesco you’ll find that nearly every member around the table has done some marketing,” Mr Jones revealed.
In times gone by, it was the case that only around six marketing experts would be on the boards of FTSE 100 firms, he indicated, which has now seen a massive turnaround.
Marketing is something which needs to be taken into consideration when times get tough, the expert added.
In recent days, Marketing Week reported that Credit Suisse is the latest global financial services provider advising investors to build their portfolios around companies focusing heavily on marketing strategy and brand-building.
Source: Marketing Weekly