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By Chris Vigar*, Norman Alex
It’s a sad fact that activities that can build and secure profitability are often seen not as an investment but as a cost. Most partners in law firms, for example, are 100% focused on gaining and retaining profitable clients and anything that does not immediately and directly contribute to that is given a lower priority.
It’s one of the oldest bleats of the marketing profession that exactly when you need marketing – i.e. when it gets competitive out there, for whatever reason - that’s when the marketing budget gets slashed, as if it’s a cozy luxury to be indulged in when times are good, like turning the Annual Report into an artistic, award-winning chairman’s calling card. When RBS nearly collapsed, rugby fans were...
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