Andrew Ehrenberg
Marketers complain that their business colleagues and the public don’t take their work as seriously as they would like. But marketers have only themselves to blame. They tend to set goals that cannot be fulfilled: sustained growth; brand differentiation; persuasive advertising; added values; maximizing profits or shareholder value; and instant new knowledge based on just a single set of isolated data.
Content: Quotation | Author: Andrew Ehrenberg | Source: strategy+business | Subject: Marketing / Sales
Andrew Ehrenberg
In practice, competitive brands are mostly very similar. Michael Porter’s “sustainable competitive advantage” suffers from two disadvantages: Competitive advantages seldom exist; and if they do, they are rarely sustainable.
Almost any difference between brands that makes a difference in sales gets copied very quickly. “The trends in our technology lead to competing products being more and more the same,” the famed advertising guru James Webb Young … [ Read more ]
Content: Quotation | Author: Andrew Ehrenberg | Source: strategy+business | Subjects: Brand, Competition, Marketing / Sales
Marketing: Are You Really a Realist?
Marketers complain that their business colleagues and the public don’t take their work as seriously as they would like. But marketers have only themselves to blame. They tend to set goals that cannot be fulfilled: sustained growth; brand differentiation; persuasive advertising; added values; maximizing profits or shareholder value; and instant new knowledge based on just a single set of isolated data.
Editor’s Note: Warning! Many … [ Read more ]
Content: Article | Author: Andrew Ehrenberg | Source: strategy+business | Subject: Marketing / Sales