By Nick Condon, managing director, DDB Melbourne on 6 October 2011, BandT.
Anyone who has had the misfortune to have their campaigns pre-tested via a Link Test (or some other equally spurious methodology peddled by research snake oil salesmen) will probably feel that the words 'science' and 'marketing' should never be uttered in the same breath. But I've recently been reading a book that has got me thinking otherwise. It's calledHow Brands Grow by Byron Sharp. Read it, and you'll no longer think that science is a dirty word. .... Read more.