OK, you be the brand manager. Your customer base is in decline. Government tax increases have made your product five times more expensive than 30 years ago in real terms. Your marketing communications are limited because all forms of advertising and sponsorship have been ruled illegal.
1. Don’t Be Afraid To Kill Weaker Brands Capitalism rests on simple, predatory logic – weak brands must die and strong brands must kill them. Only then will the consumer be served and the market improve or progress.
The story of marketing communications is a cat and mouse game between two opposing forces.
The shock announcement this week that Google is about to rename itself Alphabet sent business and marketing magazines into tailspins of confusion.
When I was a young professor stalking the corridors of American business schools there were certain courses you could rely on to be popular with MBA students: financial statement analysis, corporate strategy and international marketing. Yes, international marketing.
