We live in an uncertain world. We have become more skeptical and distrusting. Our environment seems unsettled, unpredictable and unstable. And, then, to magnify these feelings, we experienced Covid-19.
NEW THINKING
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Larry Light, Author at Branding Strategy Insider
Change happens all the time. Today, it is almost impossible to keep aware of everything that changes around your brand. Customer behaviors change. Attitudes change. Competition changes. Competitive strategies change. Technology changes. Devices change. Distribution channels change.
It is always distressing when an iconic, cultural brand-business declines. It is especially distressing when the brand-business is an ingrained part of American history. But, this seems to be the case with Levi’s.
One of the most important issues for brand-business leadership today is navigating the intersection of global, local and personal. One brand-business that has found its way in this marketing landscape is Barnes & Noble.
Here is a marketing truth: it does not matter if there is a recession or inflation: the best value wins. Value is a virtue. But, brand-businesses do not just wake up one day and have value. Brand-businesses must develop and implement a brand-business value strategy. Value is everything.