The Price of Power - A False Edge
Some of you are aware that I write a bimonthly column for MARKETING - the Northwest publication for marketing and communication professionals. My most recent submission takes a look at the practice that a handful of powerful brands have adopted - leaning on their marketing partners for extended payment terms to gain a competitive edge and increase corporate profits.
Now that I think about it again, I'll add that the practice being discussed is actually a false edge. The short term advantages it creates comes at an extreme price. These brands, regardless of their size and stature, appear to be blind to the cost of their powerful demands. Instead of gaining a sustainable advantage, overbearing brands often lose the trust and respect of their partners and, most importantly, their customers.
I'd like to invite you to read two perspectives on this behavior - mine, and my partner's in the publication - Digital Kitchen CEO, Bill Fritsch. Please click here to be taken to the full story.
As always, I welcome your insights and feedback very much
Add A New Comment