Too often, marketers of premium brands seem to believe that advertising their brand or service will be, much like their brand, a premium proposition. They assume that good advertising is simply “too expensive.” And all that production and photography and printing and interactive stuff is just fancy frosting that their cake doesn’t need to...
In this famous quote from Hamlet lies an important truth about marketing premium brands. You must know who you are, and you must not deviate from that identity. As Seth Godin suggests , being unsure of your identity may endanger the future of your brand. In general terms, we see three categories of brands...
What does it take to make a commodity premium? It takes more than differentiation, it takes differentiation that matters to the customer. Marketers deal every day with putting a message out there for consumers to bite down on, but the commodities that can demand a higher price—and even invoke brand loyalty—are the ones that...
For companies in the home improvement categories, the tight economy is especially painful. Home improvement projects have come to an immediate stop. Contractors who months ago had a year’s worth of projects on their plates have found themselves laying off staff and completely without work, all because people are cautious about funding that big...
