Management Consultancies Still Ahead
Nearly a year-and-a-half ago I wrote about the increasing number of articles and research papers from management consultancies on brand and marketing issues and observed that this was an arena where the thinking of marketing services agencies should be showcased.
“Showcasing one’s intellectual capital through publishing is a tried and tested way that management consultants market themselves to clients. Advertising agencies, and others in the marketing services industry, looking to become more involved in their clients’ brand strategies need to do the same,” I wrote in the July 2006 post.
I acknowledged that some marketing service thinkers do publish but noted that there isn’t the same volume and frequency of focused and quality articles that management writers are producing on brands.
Since then I haven’t seen any real increase from the marketing service industry, but management consultancies continue to publish unabated. The latest offerings include:
A November 2007 report from Booz Allen Hamilton titled “Keeping Marketing’s Promises” that ran the summary line “Ads that trumpet, ‘We’re unique!’ are meaningless if the stores say, ‘No, we’re not.’”
A September 2007 article from Accenture titled “Why winning the wallets of China’s consumers is harder than you think” with the summary paragraph stating “Although they often behave like the new global citizens, China’s modern consumers have many unique traits that aren’t immediately obvious to marketers. New research into buying habits and brand preferences shows the risks of misreading this complex and fast-changing market”.
A November 2007 Harvard Business report titled “How to Build a B2B Brand” that remarked “Many business-to-business CEOs view marketing as the domain of consumer goods brands. They are wrong”.
This post first appeared on Brand Architect.