Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. To that end, we regularly answer questions from marketers everywhere. Today we hear from Clint, a marketer in Nashville, Tennessee who asks…
On October 18, 2010, the top story in The Wall Street Journal pronounced, “Apple Inc. posted a 70% surge in quarterly earnings … the latest sign that CEO Steve Jobs’s gamble on consumer gadgets is paying off.” To us, this view seems incomplete.
As the Wall Street Journal noted this week, “the dot-com era is over.”
The way to win in the marketplace, to gain profitable growth, is not to be preferred over competitor brands in established subcategories but, rather, to generate offerings so innovative that they create new categories or subcategories making competitors irrelevant.
Why is the client/ad agency relationship so complicated and fraught with drama on both sides?
