Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Mark, a Senior Marketing Executive in San Diego, California who has this question about the critical components of a branding exercise.
Are you building a business? Or are you building a brand? Silly questions, you might be thinking. Naturally, you are trying to do both. But that might be a mistake.
In 1996 the Australian government’s wine authority set an ambitious 30-year sales target. Imagine its delight when that goal was reached a full two decades ahead of schedule.
A former New York Times editor recently wrote a full-page article for Forbes magazine advocating “variable pricing” for art museums.
