Remembering Marketing Pioneer Kevin Clancy
Recently, the research and marketing community quietly lost one of its brightest, most innovative thinkers and practitioners.
NEW THINKING
Recently, the research and marketing community quietly lost one of its brightest, most innovative thinkers and practitioners.
What consumers want most from a brand is a good product or service. Nobody wants to do business with the devil, though, so values are important. And people pay attention. But the bottom-line is product-first.
One of the most important issues for brand-business leadership today is navigating the intersection of global, local and personal. One brand-business that has found its way in this marketing landscape is Barnes & Noble.
Here is a marketing truth: it does not matter if there is a recession or inflation: the best value wins. Value is a virtue. But, brand-businesses do not just wake up one day and have value. Brand-businesses must develop and implement a brand-business value strategy. Value is everything.
1. Meaningful Difference. Kantar’s singular BrandZ database of 20,000+ brands across 50+ countries is based on research tracking brand equity since 2006. It’s a leading resource for studying how brand value is built.