This is part two of a blog series on marketing in a recession. for part one, click here. In my last blog posting, I made the case that there will be “no normal” to return to, once the recession is over. People’s heightened search for value and economizing have changed brand choices and shopping patterns. […]
Apr
7
Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings: • Market entrenchment • Market reinvention Market entrenchment looks like this. Someone creates an innovation that establishes a new market. The second wave of “innovation” is comprised of a few differentiated nationally branded products, but really serves […]
Mar
14
Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]