Archives tagged: branding
The following is an excerpt from my new Amazon bestseller, The New Invisible Hand: Five Revolutions in the Digital Economy. This story…
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In her new book, an experienced brand strategist identifies the essence of powerful brands and offers ways to maintain and strengthen them.…
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I was recently in Portland, Oregon for the first time, attending a business conference. The Digital Summit series brings together all manner…
More Having value-creating channel partners is much better than the alternative. But even good partnerships carry risk. In the channel, one of those risks is that the partner becomes more powerful than the supplier.
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Common examples of channel partners include wholesalers, distributors, and retailers. All of these activities are necessary tasks for a functioning commercial organization. If the supplier doesn’t do one of these tasks, a channel partner must. Conversely, if a channel partner doesn’t, the supplier must.
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In order for any pricing improvement project to deliver its potential value, price governance and pricing culture must intersect. Some may want to dismiss this as “too much to take on,” but the results of addressing fundamental questions from both sectors creates the difference between the companies that slog-along and those that thrive.
More In my upcoming book, preliminarily titled The New Invisible Hand, I’ll explore the most important technological trends affecting pricing and commercial strategy. One chapter will focus specifically on this issue: unpacking the promise and perils of dynamic pricing.
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As Amazon and Wal-Mart continue to dominate e-commerce, Nordstrom has been faced with a unique challenge of growing its own e-commerce presence, and continuing to promote its differentiators against this duopoly.
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Millward Brown’s brand valuation analyses provide strong evidence of the importance of branding for business leaders. Brand is about reputation. A brand generates trust for a company, for its products, and for its services. The brands mentioned in the BrandZ top 100 list are the world’s most trusted.
More Donald Trump, marketer of the year? Not by a long shot. For a good marketer also delivers on the brand promise. That looks unlikely—and possibly down right malignant. So instead, we have designated him “False Marketer of the Year.”
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