Most businesses could radically lift their profit margins, but choose not to. Because they think no more than a year or so ahead.

People in big companies must dance to the tune of CEOs and CFOs who are in it for the fat bonuses and will be gone in a couple of years. The weaknesses they've engineered into the business will be some other sucker's problem.

If you're not in a big company, that's an opportunity.

So this week we look at how to develop a brand that's more profitable than your competitors in the long term.

And we look at two of the biggest myths that the finance people try to pin on marketing.

Show links:

Carlton Draught Ad

Mark Ritson Presentation (he starts at about 4 mins)