The world is not flat. Discontinuities characterize everything, and it is in inefficiencies and breaks in the general pattern that exceptions can always be found. This is true in both good times and bad.
The worst data miscalculation in brand marketing is also the easiest to fix, even though it requires a new way of looking at market opportunities for brands.
We regularly answer marketing questions here on Branding Strategy Insider. Today we hear from Mike, a Vice President of Global Marketing in Atlanta, Georgia who asks us this question about market penetration.
Nowadays, we live in a world of features. Technology is brimful with features like apps, add-ons and upgrades. Car dashboards are overrun with feature-this and feature-that. Our social relationships are mediated by the features of mobile apps and our brand buying is completed through an ever-more feature-intensive array of hi-tech services for comparisons, payments and delivery. It is a world awash in features.
Unlike their big brand counterparts, CEOs of startups and emerging companies often times don’t really know what to expect from the process of defining their brand value to their stakeholders and customers.
