How do global brands like ICI, British Airways, Bentley, Nike and IBM stay relevant? Simple answer... some of them don't!
In this episode world-class marketing strategist David Antrobus recounts his work over the last 40 years with some of the world's most well-known brands.
David explains the importance of staying connected to your customers and building a growth strategy based on understanding their needs in an ever-shifting competitive landscape.
David's contention is that brands, big and small, need to do better at managing change, especially in the marketing function.