Big marketing lessons from big marketing mistakesby
Marketing occupies a precarious position in the world of business. Entrepreneurs are fully aware of its necessity, but it also has to come as one of the final stages in development. Should you have an in-house marketing team or outsource to a proven agency? Should the marketing team be 'at the table' or should they be contracted and briefed on your values?
When corporate culture and marketing aims fall out of kilter, the brand message can end up tying itself in knots and even the biggest companies in the world can fall victim to it. Small businesses can stand to learn a lot from the highly publicised failures of their larger cousins.