Branding separates the wheat from the chaff
Ondřej Obluk, CEO Ogilvy, and Jakub Hodboď, Chief Strategy Officer Ogilvy, in an interview for Marketing & Media about the changing role of marketing directors in companies, mentioning the importance of cooperation between the marketing director, CFO and strategist. They compare the foreign and local way of managing marketing, and discuss how this affects tendering, the briefs agencies receive from their clients, and working on brand strategies.
By building a brand, a company can differentiate itself from the competition and attract customers by offering what is important to them and what brings them real value. Today's marketing director must focus not only on optimising and meeting short-term goals, but also on growing the brand and building relationships with customers for the long term.
A summary of the interview is also available online on MaM.cz.
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