I’m a great believer in brands having enemies. Here’s why. Enemies draw people of a common mind together. Enemies activate people to want to do something. Enemies provide a clear and present focus.
There is a view in brand marketing research these days that random sampling is on its last legs. With tons of data in hand and real-time testing on the rise, many claim there is no need for random sampling anymore.
Many of us who started in advertising did so I imagine because we saw an ad or a series of commercials that made us dream of creating something that good, something that a whole culture talked about.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from John, a VP of Marketing in Los Angeles, California who has this branding exercise question…
