Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Javier, a VP of Marketing in Madrid, Spain who writes…
In January 1996 after ten years of leading Nike’s Global Marketing Insights & Planning I accepted the VP of Brand Planning position at Starbucks.
Which strategy works the best—a narrow, specialized positioning where a product focuses on one feature or an all-in-one solution where products offer a range of features? Turns out that bundling more features into a product does not automatically increase perceived value and often less is, in fact, more.
“If you can’t measure it, you can’t manage it.” Peter Drucker
It seems everywhere you look these days there is a marketer proclaiming the death of demographics. From experts at Mindshare to JD Power and from publications as diverse as CMO.com and Brand Quarterly, it would appear that the era of demographic targeting has come to a close.
