This excellent post from John Willshire re-inspires Marketeers.
Consumer / customer insight and understanding is at the very core of this work. As is the “truth” about brand and product delivery i.e. it needs to have a purpose and serve a role.
It neatly details “Why the future of marketing depends on rebalancing our choice between creating demand, or exploting demand. Make People Want Things, or Make Things People Want”
Worth taking 204 clicks of your time to enjoy some strong strategic thinking expertly delivered.