I recently completed consulting work for two US companies. The first, which we will call Midwest Stores, is a big grocery store chain. A year ago it repositioned its retail brand based on the findings of a conjoint study.
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Mark Ritson, Author at Branding Strategy Insider - Page 33 of 58
The concept of word of mouth (WOM) has been generally ignored by practitioners and academics alike.
People buy a brand because it stands for something. People buy commodities because they are the cheapest alternative available. It is worth pointing out that brands are not created that way, they all begin life as commodities.
It started seven-and-a-half years ago when a woman called Eliza Jones sent me an email enquiring whether I was comfortable with the size of my penis.
I have bought a Porsche. Last week I took delivery of my huge, black Porsche Cayenne Turbo, and for the past seven days I have been cruising the streets, intimidating BMW drivers and playing Shakira at full volume through the 12-speaker Blaupunkt stereo.