Brand Warfare: 10 Rules for Building the Killer Brand by David D'Alessandro

By David D'Alessandro

In a global the place shoppers have limitless offerings, it really is nearly very unlikely to compete with no compelling model. developing one, although, calls for imaginative and prescient, bold, and the power to appreciate the shopper. principally, model development calls for wisdom of the pitfalls and the possibilities in each company choice. The care and feeding of manufacturers is a conflict; model war presents the strategic ammunition had to win.

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Extra resources for Brand Warfare: 10 Rules for Building the Killer Brand

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Price? Diligence? Thoroughness? What is it about? What do people not like about your brand? In fact, what do people not like about your industry? What about the people who distribute your brand? How do consumers feel about them? Done right, this kind of research will give you a starting point for all your communications and a baseline to measure against over time. Without it, you may as well be playing pin the tail on the donkey with your marketing efforts. A conglomerate called Beatrice offers a classic example of what a lack of self-awareness can do to a brand.

But here’s what I do mind: Most of their stores have individual owners, and the quality of coffee, in my opinion, is inconsistent from one location to another. At one place, the coffee’s too thin, at another too acidic, at still another it’s been sitting around until it’s turned to tar. At one particular shop, the coffee was so terrible that I contacted a company official about it. I was being helpful. ” Instead, he insulted my intelligence by insisting that the quality of the coffee changes from one shop to another because of local water conditions.

So we’re conditioned to respond to brands of all kinds. They help us organize our experience and tell us what to pursue and what to reject. And we use these brands not just to make purchasing decisions, but also to make life decisions. For example, I actually dated a woman once who said she couldn’t continue seeing me because my name is David and she’d had bad experiences with Davids. For her, David was no longer a desirable brand. Clearly, this woman was a tad literal-minded, but the impulse is one we all share.

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