Tracksuit is the common language for companies to measure, understand and communicate the value of brand. They see a world where brand marketers are elevated in their status and don’t need to spend so much time justifying themselves to skeptical stakeholders. A world with less shitty ads. Where imaginative, thoughtful and meaningful brand marketing is more commonplace than intrusive, irritating and ineffective promotion. And where ambitious brands have the tools to grow bigger and more sustainably.
“For decades, Nike was one of the few companies that not only understood that Drucker was right, but executed relentlessly and consistently on those two basic functions. Then somehow they blinked, installing leadership that turned away from the wisdom and instead saw marketing and innovation as costs to be reduced.”
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