Years ago, I worked for Hills Bros coffee. We were the #3 brand having a tough time competing against the market leaders (Folgers and Maxwell House), struggling in many markets to keep our product in distribution.
Marketers often talk about being a brand leader as if it is one thing. But there are many different ways that a brand can distinguish itself in a marketplace. The critical decision for brand owners is deciding how you will lead and why that will work.
How come some brands are great, while others just manage to be good? Is there a trick up the sleeves of those great brands – a trick that good sustainable brands can adopt to become great household names?
Not long ago I read a splendid article on the use of employees in field marketing, which concluded that employees were an excellent way to communicate brand values.
Every year Business Week publishes Interbrand’s updated list of the best global brands by value.
