Is segmentation dead? No. Yet many think so. The supply chain snarls following COVID shrunk varieties, even brands, of foods, beverages, toys, furniture, HBAs, household goods and more. Pre-pandemic, new products were 5 percent of general merchandise. Today, 2 percent.
Rather than continually striving for technological advances, brands should shift their focus toward how their products and services can enhance the social relationships of consumers.
The outcry faced by Delta Air Lines over proposed changes in its SkyMiles and SkyClub programs last Fall is a good reminder of the risks faced by brands looking to take value out of their products and services.
The biggest challenge in marketing is indifference. Because convenience is the most powerful factor in the marketplace, bar none.
We know that social causes are good for brands — reputation, recruiting, and community relations. But are brands good for social causes?
