Helping marketing oriented leaders and professionals build strong brands.
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Why Brand Investments Are Different

In an effort to bring more of the rigor and discipline of financial analysis to marketing decisions, a number of scholars and consulting organizations have attempted to apply financial investment models to the management of multiple products within the firm. After all, firms manage portfolios of products. At first blush, this seems like a reasonable...

Thu Sep 28, 2023 18:58
How AI Is Driving Sales In E-Commerce

While shopping for party clothes for his daughter, Shridhar Marri had his epiphany about where e-commerce should head. His daughter had just graduated from Syracuse University, and she had very specific requirements for the parties to follow. She wanted “effortless cool” that was “minimalistic, elegant, and not extravagant.” And none of the beauty...

Wed Sep 27, 2023 21:33
Why Fear Based Advertising Wins

Brands and businesses are talking more than ever about the environment. The percentage of ads tested by Kantar LINK with some sort of social or environmental message (SEM) held steady at 2 percent or less from 2010 to 2019. From 2020 to 2022, it tripled to 6 percent, and is at 5 percent year-to-date. That small percentage is large for a single theme...

Thu Sep 21, 2023 04:05
How Occasion Segmentation Powers Growth

Market segmentation is fundamental to marketing. Segmentation is evergreen when it comes to building and managing brands. J.M. Smucker, purveyor of jams, jellies, Jif peanut butter, Folgers coffee, Uncrustables, Carnation evaporated milk and pet food items including Milk Bone dog biscuits and Meow Mix, has just purchase Hostess brand snack foods. Hostess...

Tue Sep 19, 2023 21:54
Managing And Growing Product Portfolios

Most firms, and the managers who operate them, seek to grow. Indeed, a review of most CEO letters associated with annual reports, finds growth to be one of the two most frequently identified objectives (the other is cash flow). Growth, or at least well-managed, profitable growth, is important for many reasons. It makes the firm more valuable to shareholders....

Mon Sep 18, 2023 23:13
The Rise Of Budget Luxury Brands

Recently, Ian Schrager, entrepreneur, hotelier and co-founder of famed Studio 54, decided to create hotels that are luxury but without the services and amenities. Mr. Schrager’s hotel vision is luxurious experiences that do not depend on multiple on-site staffers and niceties. His vision is a segment he calls Economy Luxury. According to Mr. Schrager,...

Thu Sep 14, 2023 04:56

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