Restoring Relevance to the Marketing Department: Dismantling the Brandocracy
Loyalty to brands has been declining. But don’t blame it on the consumers. A new, more analytical marketing model is needed, one that sheds more light on the myriad of customer needs and understands the value of relationships.
Editor’s Note: I disagreed with some points made in this article, and I suspect you may as well, but that is what makes it an interesting read. … [ Read more ]
Content: Article | Authors: David L. Newkirk, Sam I. Hill, Wayne Henderson | Source: strategy+business | Subject: Marketing / Sales
How to Brand Sand
In commodity-goods markets, price is usually the only differentiator. But if you can brand those goods and bundle them with services, even bricks and sand can command premium prices. Here is how to turn commodities into branded goods.
Editor’s Note: see a related European Business Forum (EBF) article, “Marketing through collaboration: how seller and buyer can benefit” by Kamran Kashani at:
Content: Article | Authors: Jack McGrath, Sam I. Hill, Sandeep Dayal | Source: strategy+business | Subjects: Marketing / Sales, Strategy