Does your brand need a makeover?

In today's world, everything is up for grabs, everything is negotiable and life consists of a continuous series of "pitches", from companies presenting to potential customers, and customers offering their business, to employees presenting to employers and people looking to develop the...

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Bibliographic Details
Published in:Marketing (London) 2000-09, p.24-24
Main Author: MacLeod, Chris
Format: Magazinearticle
Language:English
Subjects:
Brand differentiation
Brand equity
Brand name products
Brand names
Company marketing practices
Consumers
Guidelines
Innovations
Market strategy
Marketing
Marketing industry
Methods
Relationship marketing
Repositioning
Technological change
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Summary:In today's world, everything is up for grabs, everything is negotiable and life consists of a continuous series of "pitches", from companies presenting to potential customers, and customers offering their business, to employees presenting to employers and people looking to develop their relationships. Everything moves faster, but decisions still have to be taken. And these decisions are increasingly taken on the basis of brand relationships, which need to constantly reinvent to meet new situations. Such is the pace of change and competitiveness of markets that brands have to continuously innovate to maintain their relevance and ultimately their customer base. Much of this change has been driven by technology and the adoption of new products, services and ways of working by consumers and businesses. And the speed of adoption of these products - from mobile phones to the Net - is increasing.
ISSN:0025-3650