TOO MUCH, TOO QUICK
“I see a lot of companies trying to do it all.”
Today, the world of business has reached a dizzying pace. Seduced by fast metrics and driven by technology and an ever-present fear of disruption, organisations have grown obsessed with short-term results. And brands are suffering.
Troy McKinna set out to help marketers get back to the job of building brands faster and better than the competition. In his book Brand Hustle: four critical foundations to accelerate brand growth, he explores moves by Mars, Schweppes, Holden and more, to uncover the hits and misses of brand building.
Josh Loh: You speak a lot about marketers today having to do more with less, being forced to focus on short-term results and losing sight of brand value. Where does this problem come from?
Business is speeding up, which i think is a big part of the problem. Business is getting really fast and technology is disrupting pretty much every brand and category. What you find in most industries, as well, is that you’ve got big players, but then you’ve got little start-ups that are chasing the opportunities a lot
