A few years ago I was working for one of the major wine brands and analyzing the Japanese market which, as always, was proving fascinatingly difficult to understand. The more I looked at the data, the more unlikely the story became: throughout the 90s, a time of unprecedented economic woe in Japan, the consumption of high-end wines increased dramatically.
Price segmentation (offering different prices to different market segments) increases overall revenues and profits, and it is particularly beneficial to industries that have high fixed cost structures.
Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality. Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world.
“I warn you against believing that advertising is a science.” — Bill Bernbach
As I look back on my tenure as Hallmark’s chief brand advocate I’d like to share a few observations that may help you build your brand…
