‘Most brands can learn nothing from Apple and Nike’

have a confession to make. A heresy that I can probably only say under cover of the Secret Marketer name, and one that will ensure I get burned at the stake. Or, perhaps, the 21st-century equivalent, trolled on Twitter.

Most of us marketers should ignore what the top brands are doing. Apple, Google, Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, McDonald’s and GE (Interbrand’s top 10) are irrelevant. They’re the marketing equivalent of the 1%, not the 99% that most of us work in. These mythical brands are not role models, however much we admire what they do.

Bron en volledig bericht: Marketingweek