It is an indisputable fact that purchasing in product and service categories obeys the law of Double Jeopardy. This is – stated at its most simplistic – an empirical generalization that higher market share brands achieve stronger customer loyalty than lower market share brands in the same category. But the thing that always intrigues me is whether all brands obey the Double Jeopardy law to the same degree all of the time.
A couple of months ago, Adrienne Bateup-Carlson sent me this op-ed by Roger Cohen. In it, Cohen laments the plasticization of experience.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Chris, a VP of Marketing in Atlanta, Georgia who asks this on branding versus promotions…
Commoditization is a fact of market. I always remember that great observation by VJ Govindarajan that “Strategy starts dying the moment it is created”. It dies because its (potential) effectiveness dies and with that, its relative value.
It’s been nearly 15 years since the first publication of Canadian author Naomi Klein’s book “No Logo” (1999). To many, No Logo has been considered the genesis of the alter-globalization and anti-branding movement.
