Posted 07 October 2020
Last year saw a confounding number of self-proclaimed authorities on parliamentary practice. 2020 has revealed a staggering number of armchair epidemiology and virology experts. But rest assured dear readers, since time immemorial, everyone and anyone has believed that they can ‘do marketing’. Its genesis can be traced back to antiquity, and its early professional practice was solidified during the time of the industrial revolution. Unlike some career functions, marketing is everywhere you look – both inside and outside of your workplaces. And this ubiquity has resulted in everyone thinking they’re a marketeer – particularly now, in an interconnected world that has provided us with the platforms, tools and voice to freely share our opinions. But as the whisky world can regularly attest to – turning hype into hyperventilation is still a skilful endeavour.