Pivot Point: The Bottom Line
Accountability is a concept, not a number. Maybe because math was never my best subject in school, accountability has never been my favorite topic in marketing. I’ve just never been a numbers kind of guy.So, imagine my relief that accountability isn’t just for bean counters anymore. While it still involves calculating a return-on-investment and making sure a profit is had on every marketing dollar spent, it has come to mean so much more.
It’s also about a brand’s accountability to its customers. What does that mean? It means that accountability today is about integrating social responsibility, sustainability and ethics into the marketing model. It’s about offering a great value at a great price, on high-quality products that make a difference in our daily lives. It’s about most of what made great brands great in the first place. It’s really nothing new, or at least it shouldn’t be … read >>