Sublime

Brand Narratives and Storytelling Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story. Companies like the richness and imagination they can derive from thinking of the story behind a product or service. To help sharpen its marketing and positioning, Jim Beam, wit

Customers don’t really care about new brands, they care about new categories. They don’t care about Domino’s; they care about whether or not their pizza will arrive in thirty minutes. They don’t care about Callaway; they care about whether or not an oversize driver will cut strokes off their golf scores. They don’t care about Prince; they care abou

Today, when customers feel loyal to a brand, they let the world know about it – and don’t hold back. Companies that are unable to inspire love and loyalty will die.

Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).

La notoriedad de marca es importante

After taking over Waterstones, he did something similar. He stopped all the “buy-two-books-and-get-one-free” promotions. He had a simple explanation for this too: When you give something away for free, it devalues it.

But the most amazing thing Daunt did at Waterstones was this: He refused to take any promotional money from publishers.

To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.