The status quo is always being challenged. Whatever dominates is always being criticized and derogated. The mainstream is never the only thing. Trends invite counter-trends.
Trust matters. This one word – so loaded with meaning and impact – drives competitive market share and pricing in industry after industry where outputs are hard to assess or delivered as a service. Moreover, if a customer doesn’t trust a company, loyalty will be fickle.
When Nike’s ten business development principles were written by Rob Strasser in 1977 the words marketing, systems, research and planning were all dirty words inside of Nike’s culture.
By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a brand and consuming its product, we hope it will transform us into a better, heroic person.
Market segmentation is fundamental to brand-business building. When creatively and intelligently managed, market segmentation can provide insight into:
