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 Christina, a VP of Marketing in Boston, Massachusetts who has this question about measuring the value of brand assets.
It has long been a task of marketing to change people’s minds. Perhaps the most difficult task of all as people grasp firmly to their beliefs.
Stronger businesses and brands – that’s our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 we’ve shared thousands of thought pieces focused on the most important concepts in brand management. This year was no exception.
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...
Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Stefanie, a VP of Marketing in Frankfurt, Germany who asks this question about about the impact of discounts on brand equity.
