The Long and the Short of It: lessons for SMEs
This commentary on Binet and Field’s “The Long and the Short of It” is going to take two parts. The first part will cover the lessons business-to-business SMEs can take from it. Although it’s a study of big-budget advertising from large enterprises, many of the principles can be scaled down and made to work for organisations without such deep pockets. The second part will focus on some of the problems with the data and the way it’s presented. Some of it is really strange and yet it…
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