Follow the Money — How Brands Can Find Growth in Uncomfortable Places

September 27, 2018

Executive Summary

Growth is simple but it isn't easy, and it has slowed for many companies. The big ideas that once drove strategy are now behind the curve. Entrenched incumbents find themselves a step behind agile, lightweight new competitors. There has been a fundamental pivot in the source of competitive advantage in the marketplace. To win, companies have to be prepared to get uncomfortable. In this webinar, the presenter illustrated how to follow the money to these uncomfortable places of growth and shared their W.H.O.L.E. Demand framework, an integrated marketplace approach that goes from strategy to activation, connecting marketing and sales.

J. Walker Smith
Chief Knowledge Officer, Brand & Marketing
Kantar Consulting

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