Brands face the challenges of optimizing contradictory customer needs. This is because customers do not want to compromise one benefit for another. Leaders face the same challenges. Leaders must figure out ways to maximize seemingly uncompromising views, such as focusing on profitability and sustainability. Or focusing on core customers’ views while satisfying other customers’ views.
Many marketers seek to obtain financial benefits from their brands by using the awareness, attitudes, affection, and loyalty associated with these brands by “extending” the brand to new and different products and product categories. Procter and Gamble used its Tide brand, which was associated for many years with a single powdered detergent, to expand into an array of more than 60 related cleaning products, including specialty powdered products, liquid detergents, antibacterial fabric spray, and instant...
Amazon and the FTC are facing off. Putting any discussions of trust-busting, Prime enrollment issues and “monopoly” aside, the fascinating, underlying discussion is about Amazon’s market. The FTC and Amazon are at odds over how much of the e-commerce market Amazon controls. And, whether Amazon’s market is e-commerce or is online marketplace.
Customers’ needs may alter. Markets may change. New products challenge the status quo. No matter how a brand-business landscape morphs, there are some evergreen brand-business marketing principles that must never be forgotten.
