Try this thought experiment. You are the CMO for a top telco. Your company’s portfolio includes the expected assortment of wireless and wireline data and voice services sold to both businesses and consumers. Despite a brand-building budget of a couple of billion dollars per year, brand favorability is declining. Your CEO is becoming very concerned…

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John Quelch was one of ten marketing experts profiled in the 2007 book, Conversations with Marketing Masters, authored by Laura Mazur and Louella Miles. A professor at Harvard Business School since 1979, he is known worldwide for his research on global marketing, global branding and marketing communications. Prof. Quelch is a non-executive director of WPP…

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When should a C-level executive pursue an add-on vs. a versioning strategy?  What makes one more attractive than the other?  Should every product line include good-better-best versions?  Is add-on pricing a historical legacy or a best-practice approach to managing pricing and product strategy?  Should every executive think in terms of versioning?  Can add-on and versioning…

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In the Internet age, information has become a commodity.  It’s available everywhere for no cost.  The New York Times, which was always available for FREE on-line, used to restrict some of its content, such as the Op-Ed features.  Now, that’s for free as well as long as you are willing to cut through a little…

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The Beauty of Autumn Colors Rises from the Death of Chlorophyll Kill erratic brands. – Global brand builders position the brand in the same position worldwide. Branding ingredients isn’t a ubiquitous godsend, it requires the ingredient to be differentiated and key to the final product, and works best when the final product brand position is…

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