Marketing Leadership

The latest thinking on marketing leadership, including the role of the CMO, interviews with senior marketers and opinions from our expert columnists.

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Is your marketing plan a rabbit or a duck?

Secret Marketer

Marketers should borrow from the ‘duck-rabbit illusion’ when thinking about what their marketing plan is trying to achieve to ensure direct marketing activity isn’t compromised by an injection of emotion and brand-building campaigns aren’t undermined by focusing on product.