What a brand really represents is what consumers think it represents. Well-intentioned brand managers can take actions they think are strategically appropriate, but if these messages are not believed or accepted by the consumers, they can severely maim the brand. Netflix learned this the hard way.
In what ways does developing a strong brand increase a company’s growth potential?
It is hard to underestimate the importance of a strong brand in relation to the company’s other assets.
I gave a speech at HIMSS last week, the largest healthcare event in America and my topic was “Disruptive Innovation and the Consumerization of Healthcare”.
A revolution in health care is upon us. Health care brands and brand marketers are facing great change from every direction:
