I have encouraging news for you: many of your competitors are afraid of strategy. You might call it strategophobia. Strategy has two terrifying characteristics. First, strategy is a choice....
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Our starting point is to be clear as to what we mean by "love for a brand". The love of a brand is more similar to the love of ice-cream than the love for a spouse. Love for a brand is...
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From time to time the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These hits are products or services, entertainment locales or...
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About 95% of what executives in competing companies do is pretty much the same all around. This is good management. If you are CEO'ing a wireless communication services provider, you strive...
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The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A...
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If you're trying to segment your market in the traditional way, what you may be looking for would be groups of consumers sorted out in such a way that a certain likeness exists within each...
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A successful differentiation is not imitated by your competitors, even though it brings you unmistakable success with consumers. It seems impossible? Not quite so. I am about to reveal to...
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The 'Marketing Strategy' is the way we have come up with for achieving our marketing goals and it should include two mandatory elements:
Which target consumers whom...
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The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A...
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By definition, a luxury brand is an outstanding brand, justifiably priced highly and destined, at least primarily, to a select group of the social-economic elite. Luxury is not about...
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