As more and more companies adopt a purpose-driven strategy, one of the key questions that needs to be addressed is how to measure the return on investment from a purpose-driven initiative.
Search Amazon for books on branding and you’ll get over 10,000 results. Since brands are never finished, it’s important that we write about them, to uncover new ways to connect and create meaning with customers.
Our belief in a higher power, and the search for guidance and pilgrimage are shifting from sacred to secular. Brands and their spokespersons now play the role of churches and preachers.
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 Thomas, a Senior Marketing Executive in New York, New York who has this question about the brand strategy behind global watch brands.
Companies cannot be good at everything. They face trade-offs in their business.
