‘’Why are we using Sheebah as a brand ambassador?’’ ‘’The entire marketing budget should be given to Uncle Mo. He can achieve more than all these billboards and adverts they are wasting money on.’’ ‘’Do we even have the right marketing people? They speak good English, but we don’t feel their impact in the market’’. Marketers in every organisation are bombarded with such sentiments as everybody believes they know what it takes to execute excellent marketing. Daniel Ogong, the Head of Marketing at Stanbic Bank, says the only sure way marketers can insulate themselves against such corporate shenanigans is to…
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