Marketing’s Least Loved: what lies between the long and short
In her regular column for Mumbrella, VMLY&R chief strategy officer Alison Tilling looks at the long and the short of the middle.
Balancing “The Long and the Short of It” has become a marketing industry hot topic, thanks to the work of Les Binet and Peter Field in their 2013 paper of the same name, and plenty of development work since. If you haven’t read these, well, you probably should.
But between the adrenalin shot of short-term thinking and the holy grail of brand-building in the long-term, lies an overlooked and underused horizon: the medium-term.
It might sound boring, inherently overlook-able, because it isn’t one of the extremes: but it can be powerful. Here’s how.
