A frequently asked question in the board room or around the executive table is "What's the one thing in Marketing that is working?"
The answer is not surprising. There is no one thing. Marketing is a powerful and amazing strategic asset for any company. When that power is leveraged, and all the value that Marketing adds to a company's vision and strategy, incredible results occur.
When the full weight of Marketing is understood and the conversation shifts to how how Marketing can catapult a brand into new territory company's start to realize how to use it to their benefit.