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Marketing Challenges in Monopolistic Markets
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Monopolistic markets present unique challenges for marketers. The author identifies barriers to growing a market, outlines the risk determined competitors pose, and uses a real world example to explore various counter strategies.
Contributor: Sanjay Kumar
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Egoic Marketing... Is your brand wearing leg warmers?
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Leg warmers and big hair may well be back from the 80's, however marketing principles from that period are not. Despite this, some brands continue to market to a customer mindset that is only held by a small and somewhat 'dinosaur-like' demographic.
Contributor: Karl Treacher
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Brand Legacy: What's Your Next Move?
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A Brand Legacy, or core idea, is often overlooked by marketing practitioners and can impact your current perception. Through years of message layering, if your core idea conflicts with today's meaning, your customers may be confused. We'll consider your position on the 'brand radar' and provide three possible strategies for your organization to consider: embrace, discard, or reinvent your brand. The challenge for your Brand Legacy in the future remains - what is your next move?
Contributor: Bill Nissim
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Brand Responsibility
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Corporate responsibility, citizenship and sustainability are currently very much in vogue within the global business community. The author explores how behaviour in these areas relates to image, brand and reputation.
Contributor: Dr. Arlo Brady
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Brand longevity: No. 5 is alive!
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History plays a critical role in branding, because consumers make decisions based on what they have known and what they have come to expect. Time adds credibility, presence, track record, reliability and the powerful and cumulative effect of collective memory. Nowhere is that dynamic more powerful than with longstanding brands. In this article, brandthinker Mark Di Somma looks at the success of the House of Chanel, and draws some conclusions on what it takes to survive and thrive as a brand with legacy in an age of impatience.
Contributor: Mark Di Somma
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Grey Marketing Means Business
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This sector is of increasing importance to marketers, but despite extensive press coverage is surprisingly unexploited. What do we mean by the 'Grey Market'? Is it important? Why it is largely ignored? Do you understand it?
Contributor: Dick Stroud
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Heineken's Global Paradigm
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What role can the Chairman play in ensuring global consistency and driving the priorities of the brand? Is there a global Heineken consumer? And what principles for leading global brands has Heineken found to be effective? This interview of Heineken Chairman Thony Ruys sheds light on these and other questions related to marketing Heineken's brand in a global marketplace.
Contributor: Marc de Swaan Arons
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The Rules of Attraction: Less is more for the VIBs (Very Important Brands)
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Prestige brands are soaring in this status anxious age but, as fashions come and go, how can a VIB (Very Important Brand) retain a constant air of exclusivity? As the author explains explains, this is one instance where less is definitely more
Contributor: Matt Haig
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What is New in Marketing?
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Why do marketers still feel their profession lacks its rightful position of influence? Will marketing move to the centre stage of business or continue lamenting its lack of status and influence? Unless we change, I know where I put my bet.
Contributor: Dick Stroud
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