Brand Portfolio Strategy
When a company owns numerous brands within the same vertical it can spur marketplace confusion and wasted marketing dollars if the 'job descriptions' of each brand are not clear.Brand Portfolio...
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Captive Brands: Stealing Share From National Brands
Captive brands are actually in-store brands that differentiate themselves based on brand versus price positioning. Captive brands do promote their affiliation with the retailer, are frequently...
View ArticleBrand Substitution
Substitution refers to the degree of likelihood that the customer will purchase another brand if their preferred brand is not available. When the substitution is low or nonexistent, a customer would...
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Brands: The Washington Post Blames Salon Controversy on the Marketing Guy
The kerfuffle over plans by The Washington Post to offer a series of sponsored dinners with Obama administration officials, lawmakers, lobbyists, business leaders, Washington Post editors, and...
View ArticleBrand Essence
The term essence is the abstraction that audiences take away after experiencing the brand. It describes the fundamental, timeless elements ascribed to a brand.The essence is stated in a word or, a...
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