As markets become more competitive, and clients become more demanding, organizations must work harder to secure their fundamental relationships. Building distinctive relationships with their clients and stakeholders is what branding is about, whatever the market, whoever the client. The brand is the marketer’s most advanced emotional tool. It combines and reinforces the functional and emotional benefits of the offering, adding value, encouraging consumption and loyalty. A good brand facilitates recognition, makes a promise, and, provided the full marketing and communications [...]
Many public sector marketers and communicators are very reliant on POR (public opinion research). Many marketing and communication decisions are based on this type of research. But what happens when POR become unreliable? What alternatives do marketers and communicators have to POR? Have we become too addicted to POR?
Now we recently witnessed polling inaccuracies in elections in BC. Alberta, and most recently in Ontario, also we have seen some significant inaccurate polls in the USA.
IAN McGUGAN points out in [...]