Chapter 1 Marketing brilliance starts with a sense of smell

Sherlock Holmes enters stage left.

Any of the great detectives would have been good at marketing because they’d have been temperamentally adept at the first thing that matters, finding out ‘whodunit’. Just as a city trader, presumably, has a nose for the market, its shifts and swings, so the marketer, just as skilled and arguably more useful, can smell gaps in markets, opportunities to position a brand to best advantage, the charm to engage a potential customer in a mutually interesting conversation and a voracious appetite to win market share.

Most of all, do you have a nose for this? Can you be like Helena Rubinstein who, on being asked how ...

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