{"product_id":"why-aren-t-we-doing-this-how-long-term-brand-building-drives-profitability-by-peter-field","title":"Why Aren't We Doing This? How Long-Term Brand Building Drives Profitability by Peter Field","description":"\u003cp\u003eBrand new\u003c\/p\u003e\n\u003cp\u003eWhy 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.\u003c\/p\u003e\n\u003cp\u003eComms 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.\u003c\/p\u003e\n\u003cp\u003e“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.’\u003c\/p\u003e\n\u003cp\u003eThe 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.\u003c\/p\u003e\n\u003cp\u003eIt 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.\u003c\/p\u003e\n\u003cp\u003e“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.”\u003c\/p\u003e","brand":"The Value Junction ","offers":[{"title":"Default Title","offer_id":45814149873876,"sku":"TVJ-005733","price":7.36,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0721\/3059\/2980\/files\/why-arent-we-doing-this-by-peter-field-printed-media-184.jpg?v=1755099586","url":"https:\/\/thevaluejunction.co.nz\/products\/why-aren-t-we-doing-this-how-long-term-brand-building-drives-profitability-by-peter-field","provider":"The Value Junction ","version":"1.0","type":"link"}