Why Arent We Doing This by Peter Field

Brand new

Why Aren’t We Doing This? – How long term brand building drives profitability was commissioned by the Comms Council and written by UK strategist Peter Field. It is a response to the trend identified by the Comms Council of the New Zealand advertising market moving towards short-term sales-led campaigns.

Comms Council chief executive Paul Head says the motivation for the book had been building for a couple of years, after industry experts started noticing marketing organisations were going too short-term in their brand focus.

“I thought it would be nice if there was a playbook that pulled in some of the other thinking that’s going on around the world and put it in a succinct book.’

The book is evidence-based, rather than an opinion piece, and calls on case studies from New Zealand and around the world. Case studies include Mainland, Lion NZ, EasyJet, Specsavers and Pak’n Save.

It was important to Head that the book took both a broad look at the industry globally while remaining relevant to the New Zealand audience – particularly C-Suite executives and Comms Council members.

“We think it’s really important to take a local view, and that’s why we’ve included local case studies – as far as we know nobody has done a book like this before and so it was important that it does actually represent the New Zealand market.”