Comments on: 5 MISTAKES BRAND MANAGERS MAKE http://www.getperspectives.com/2009/11/5-mistakes-brand-managers-make/ Fri, 09 Jul 2010 02:36:30 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Andy Wright http://www.getperspectives.com/2009/11/5-mistakes-brand-managers-make/comment-page-1/#comment-697 Andy Wright Sun, 22 Nov 2009 22:39:41 +0000 http://www.getperspectives.com/?p=547#comment-697 I think these are all fair points Jay. I'm assuming though that you're only referring to Brand Managers who are on the client side. I think it's true that sometimes research can be taken too literally and provides a safety net and excuse for not taking risks, and that goals might be short-term (often the product of short-term demands by shareholders). While these may be seen as mistakes in the 'ideal' future of the brand they should also be considered within the market dynamics that the brand operates in. Suppliers, agencies, advisers also need to take this perspective into account. Indeed, my biggest criticism of some is that they offer 'expert' advice without really understanding the business and market we operate in. I think all Brand Managers should certainly heed the advice you give above. The points you make are sound guiding principles for anyone working in this field. I'd be interested in reading a follow-up post on the other perspective. Thanks for a great post.. twitter.com/adwrighty I think these are all fair points Jay. I’m assuming though that you’re only referring to Brand Managers who are on the client side.

I think it’s true that sometimes research can be taken too literally and provides a safety net and excuse for not taking risks, and that goals might be short-term (often the product of short-term demands by shareholders).

While these may be seen as mistakes in the ‘ideal’ future of the brand they should also be considered within the market dynamics that the brand operates in. Suppliers, agencies, advisers also need to take this perspective into account. Indeed, my biggest criticism of some is that they offer ‘expert’ advice without really understanding the business and market we operate in.

I think all Brand Managers should certainly heed the advice you give above. The points you make are sound guiding principles for anyone working in this field. I’d be interested in reading a follow-up post on the other perspective.

Thanks for a great post..

twitter.com/adwrighty

]]> By: Vickie Smith-Siculiano, PMP http://www.getperspectives.com/2009/11/5-mistakes-brand-managers-make/comment-page-1/#comment-686 Vickie Smith-Siculiano, PMP Mon, 16 Nov 2009 15:41:08 +0000 http://www.getperspectives.com/?p=547#comment-686 Great post, Jay - I especially like the point you make about brand managers needing to be intuitive - and having a sixth sense - you have to be able to quickly adapt to new trends and an ever-shifting "groundswell" to be successful, with the power of social media! Thanks for your thoughts - Vickie @Vickie_Smith Great post, Jay – I especially like the point you make about brand managers needing to be intuitive – and having a sixth sense – you have to be able to quickly adapt to new trends and an ever-shifting “groundswell” to be successful, with the power of social media! Thanks for your thoughts – Vickie @Vickie_Smith

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