Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Bill, a Senior Brand Manager in Chicago, Illinois who writes…
One of the five drivers of customer brand insistence is “value.” While value is comprised of more than just price (benefit bundle, perceived quality, etc.), it’s important to understand pricing to deliver a strong brand value. Following are some concepts that you may find useful as you determine pricing for your brand’s products and services.
Many believe that brands will become less important as digital technology marches onward. They will surely be disappointed.
Economics is about deciding what’s valuable. After the re-set in the global economy, people everywhere are re-evaluating and sorting out what is valuable in their lives and what is not.
Karl Heiselman, CEO at Wolff Olins, thinks that advertising is destined to become a hyper-aggressive, transactions-focused battlefield. His vision is very similar to what I once referred to as “The Doomsday Brand Scenario.” Heiselman believes that transactional advertising will be balanced by tangible brand building activities, but I am not so sure.
