In 2007, a young Mark Zuckerberg nervously addressed a room filled with analysts to predict the future. “The next 100 years are going to be different for advertisers starting today,” he announced. “For the last 100 years media has been pushed out to people, but now marketers are going to be a part of the conversation.”
Failing retail brands often have a second theme that unites them: discounting.
I’ll never write a book on branding. I don’t have the time to sit down and commit the months, probably years, it would take to create something of value on the topic of brand management. And the people I have spoken to who have committed that kind of time to writing a management book invariably regret it down the track.
I sipped my espresso and waited nervously for her. The warm Italian sun was streaming into the café window and I savored the Milanese evening.
If there are two hot topics that surmount all others when it comes to brand strategy, they are surely brand architecture and brand portfolio.
