Do you agree with the former CMO of Coca-Cola? Are clients sometimes too dysfunctional to achieve their marketing and brand goals?

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Yes I agree with him. This may be as aresult of many factors for instance; the taste and preferences might have changed in the course of consumption, secondly, there might have been an emerging substitute product that is equally good or better than the one in question such that customers may fall for it, thirdly, there might have been a fall in prices of corresponding competitor products such that customers are n poo w reluctant to purchase the product in question, fourthly, it could be boredom where the product in question hasn't been serviced for a while- nothing new and attractive had been added to the product in a while. These are some of the reasons why some customers may be dysfunctional at times. Thanks for the invitation

YES I AGREE WITH YOU FOR FORMER CMO OF COCA COLA

 I would agree with that statement. "are clients too dysfunctional to achieve their brand goals" a research based approach to identify your PRIME PROSPECT & to target them effectively could get better results in my most humble opinion

yes they are

sometimes too dysfunctional

Hey Tasneem, I do remember reading about this a few days back. If we're focusing on the topic of "are clients too dysfunctional to achieve their brand goals" then I would have to agree with that statement.Of course, I'm no Joe Tripodi, but from my past experiences working with advertising clients, they would have this general assumption that by creating an ad campaign their sales will skyrocket within the next week or so. However, when faced with the most basic question of "who is your target market?", most will reply with "Everyone can use our product!".Every marketeer would know that there is no "one size fits all" in advertising. Every business is unique and needs their own marketing plan that is best suited for their product. Of course we can't outright tell the clients that they're wrong! (since they basically SHOULD know their brand throughout). Next best thing you can do is do an extensive research of who you're clients are, what their products do, and who it appeals to. From there you can MANAGE THEIR EXPECTATIONS - let them know the extent of their brand power and what you can do to strengthen it because the worst thing you can do is overpromising a client and fail to deliver at the end of the day.