Is Your Brand Sharp Enough?
Published 3/4/2010
Author:
Summary
“Why me?” should be the mantra of every marketer. Not in a hard-luck, sob-story kind of way; but the question should arise whenever the marketing team tries to determine what could make its offering so special that people snap it up at a premium.
Answering that question demands insight into how branding helps make, or break, the sale.
Five decades ago, Kellogg School professors already were cracking marketing’s symbolic codes, unpacking the meaning implicit in the modern incarnation of an older practice—branding.
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