Trust in a brand is a key part of the buying process when people have scarce resources. Marketing’s role today is to ensure that the brand can be trusted.

At different times I have heard people say, “branding, what is the big deal?” or   “Branding can not be that important.”  Along these lines people say, “hey I know that product, so why so much of a fuss about their branding activity. Branding really does not make any difference to the intended audience.” Well, nothing [...]

Guidance to the CMO on identifying and handling social networking comments.

Two blogs, one positive, one negative, that show the economic power of Social Networks on a company’s brand, image and customer service.

  Having taken liberty with a famous document, I contend that not only are vendor’s value propositions not created equally, most miss the mark with their customers.   First let me briefly address the issue of the feature as claims or positioning (often referred to as “speed and feeds”) versus a value propositions.  A features [...]