Brand ROI
November 9, 20071 min
I am tired of hearing some business people say that there is no way to correlate business results with marketing expenditures, implying that marketing is an expense with no corresponding return.
NEW THINKING
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Branding Basics - Page 7 of 9 - Branding Strategy Insider
Learn the basics of branding on Branding Strategy Insider. A brand is a source of a promise to its customers. It promises relevant differentiated benefits. It does so not only to place itself into the purchase consideration set, but even more importantly, to be the brand chosen from that purchase consideration set.
Defining The Target Customer
September 20, 20071 min
Organizations exist for one purpose – to meet human needs.
The Language Of Branding: ‘Brand’
September 17, 20072 min
It is important to establish a common brand management vocabulary in your organization.
‘Branding’ Simplified
August 2, 20074 min
Branding has become a subject in marketing that has been turned from a molehill into a mountain.
Branding: Over-Delivery Power
July 28, 20073 min
When a customer complains about your product, service, guarantee, or website, it’s not always because the quality was lousy. It may have been because you didn’t manage that customer’s expectations.