By Mark Ritson

There is no doubt about it, enthusiasm is the enemy of good marketing. I’ve seen it too many times. The product manager so in love with his new device he cannot see its functional flaws. The account manager so in love with her agency’s “big idea” she does not realise that it fails to meet any part of the client’s brief. Or the digital strategist so enraptured with social media that he cannot countenance a world in which archaic tools like radio or outdoor have any place. No doubt about it – enthusiasm is a bad thing in marketing.

Ergo, cynicism Read full story ›

Source: Marketing Week