Last week I considered how difficult it has become to build a brand by creating a unique product or a differentiated positioning. The holy grail of product superiority has been made even more elusive by globalised manufacturing processes that bring products to market more swiftly; and the heyday of advertisers telling customers how they should view their brands has been swept away by the inexorable rise of social media.More
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In the past 30 years we have seen a seismic shift in the way brands build lasting relationships with their customers. Jerome McCarthy’s marketing mix of Product, Promotion, Price, and Place has been undermined by technological advancesMore
“Never make predictions; especially about the future” Casey Stengel, one-time manager of the New York Yankees baseball team offered many a wise word including this judgement on predicting the future. But we are all creatures of habit, particularly in the world of business; and so, at the start of the year, commentators like to predict what might happen over the next 12 months.More