It's a straightforward enough question, but not one many of us dwell on for too long as we race toward execution. This means we lead perilous professional lives in comparison to our colleagues in finance, sales and beyond, with their more concrete sense of self.
It feels right to kick off the new Marketing with a fresh focus on new talent and techniques. I've spent a lot of time with the industry's rising stars over the past few weeks, and have almost always come away fired up by their openness, ambition and guts.
Attention young marketers. Here is a proposal to put in front of your chief marketing officer, aka the boss. You want a budget, a big one, to undertake some new consumer research. When asked what you wish to learn, your answer is simple: "I don't know."
Rory Sutherland, vice-chairman, Ogilvy & Mather UK, reviews "Decoded: The Science behind Why we Buy".
Unilever's senior vice-president of marketing on how the democratisation of marketing has taken power from brands and handed it to the consumer.
Grant Duncan explains what marks out the modern marketer
In their book, published next week, Charles Vallance, co-founder of VCCP, and David Hopper, founder of research firm H2 Partners, reveal what drives Britain's greatest eponymous entrepreneurs
Marketing's unique weekly analysis of ad recall in association with TNS.
Value sales of both sweet and savoury spreads are on the rise, writes Jane Bainbridge.
Social video expert Goviral evaluates the latest Pepsi Max viral campaign, with "ones to watch" from Adidas, Fiat 500L and Carlsberg.
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