After a recent talk at the Yale CEO LATAM Forum in Miami, the CEO of one of the largest insurance companies in Latin America came up to me and said, “I hate Google.” I responded by saying “that sounds pretty harsh” and asked why he felt so strongly. His response was both simple and telling. He said that Google was “extorting much of my profits.”
In his landmark leadership book Good to Great, Jim Collins, a brilliant business thinker, examined what separates the most successful, enduring organizations from others. His team analyzed data from 1,435 businesses, ultimately choosing 11 exceptional companies to study and uncovering what they had in common.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. This is our reason for being. BSI readers know, we regularly answer questions from marketers. Today we hear from Andre, a Vice President of Marketing in Denver, Colorado who has this question about transitioning acquired brands.
Brand strategists think about the future because it’s their job to figure out what their organization ought to be doing today that will most likely result in achieving desired business goals (sales, margin and profit) and brand positioning goals tomorrow.
Brands are hugely important aids to decision-making. If marketing science (derived from behavioral science) tells us that most advertising works by creating greater mental availability – creating largely subconscious associations with products and services – what does this mean for brands? Are brands simply a collection of memories? And how do these affect the decision to purchase?
