AN INFLUENTIAL MANAGER DOESN’T BELIEVE IN BRANDING. NOW WHAT?
Welcome to my world. This could be a really complex discussion or a really simple one; I’m going to go with simple. Here’s the bottom line: Influential and effective managers generally manage business units or support groups that generate profit or cut expenses in a way that is material to a company’s bottom line. They’re [...]
WHAT CHANGES FIRST: THE BRAND OR THE MARKET?
March 23, 2009 by gen_s
Filed under MICRO DEBATE: BRANDING & MARKETING
EXCERPTED FROM: PERSPECTIVES ON BRANDING
Both! The market is constantly changing. So this question is a bit “chicken or egg.” A brand must stay true to its vision no matter what, while constantly evolving and taking risks to put new things on the market. Sometimes the brand will change the market; sometimes the market will change [...]
WHAT ARE SOME OF THE COMMON MISTAKES BRAND MANAGERS MAKE?
March 23, 2009 by gen_s
Filed under MICRO DEBATE: BRANDING & MARKETING
EXCERPTED FROM: PERSPECTIVES ON BRANDING
Someone with the right education, capabilities, and experience can follow a fairly standard roadmap to be a successful brand manager because there is a lot of science to the discipline. The mistakes, or derailers, are not so easily categorized, and they’re much more subtle than a capability to use research, develop [...]
