Is Almost Every Company Making the Same Mistake?

Anyone who works for a large organisation and who has ever wanted to do something constructive for that organisation, will have experienced the same questions and the same dark forces waiting to challenge their brilliantly conceived scheme: the finance department. Arguably, it’s reasonable enough that a corporation, preoccupied as it is with making, sustaining and growing profit, should have a beady eye on every single cost that is incurred in the course of such pursuits. That this can lead to conflicts and disputes is unquestionable.  Frequently the return on investment from activity, particularly marketing activity, is hard to evaluate: it can be tricky to gauge how long a long term brand-building exercise will be making a return and valuing brands themselves is a topic that is hotly debated.  Assumptions are made (explicitly or implicitly) and models constructed: although often the casual observer might question the extent to which these are […]