Today we’re sharing some of the most influential books in marketing, titles that hold immense significance due to their ability to shape and guide the way marketers approach business, communication, consumer behavior and brand management. These books serve as invaluable resources, offering insights into fundamental principles, strategies, and tactics that revolutionize marketing practices.
Why is Mental and Physical Availability so important to business and brands? Over the past twenty years there has been growing appreciation for the intangible assets that underpin the financial value of corporations. These assets can be sold, and they are generally worth far more than a corporation’s tangible assets. Mental and physical availability, and the brand’s distinctive iconography are assets that can be sold. They are brand equity.
Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in response to the campaign. Regardless of the specific product and advertising messages involved, there are several general lessons about the...
What if you have an idea that is so disruptive, it challenges the organization just to think about it? What if there is an idea with passionate champions and proven consumer work that still feels risky to the organization? Is there a path to externalize even the ideas that seem impossible? The answer is yes, and that path is a process we call Roar.
Wayfair CEO Niraj S. Shah recently told analysts that the Wayfair brand-business – home furnishings and décor – is “… clearly demonstrating that the Wayfair model is inherently profitable and that there is considerable opportunity in front of us to rapidly drive further margin expansion, while investing for future growth.“
