This afternoon I witnessed a very intriguing presentation of research that had been conducted by IMI, Cossette, and Canadian Business. The report was entitled Gauge.

I added the Dirty Dozen shotgun reference to the title of my blog, because the research really shot some holes in a ton of existing marketing mythology. The study was done with over two hundred CEO’s and CMO’s of major Canadian firms. Big companies. The type we want as clients. Some of you want as sponsors. Others want as employers. Read the rest of this entry »