You know what your customers are buying, but do you know what they’re really trying to get done? As business management legend Peter Drucker wrote over 50 years ago, “The customer rarely buys what the company thinks it sells him.” More recently, Harvard’s Clayton Christensen popularized the concept that people are trying to get jobs done, and oftentimes a very wide assortment of products and services – as well as doing nothing – compete to...
In the context of coronavirus, here are ten ways businesses and brands can adjust to make the difference between success and failure in 2021.
Consumers are quick to condemn brands that don’t do the right thing.
It is questionable whether there have ever been real long-term structural barriers to market entry.
Growing your brand is a key objective of marketing managers, as strong brands make your company more money, faster and with less risk. They also help you attract the best employees, give you the best deals with channel partners and get the attention of financial investors. But how should you go about growing your brand?
