Browsing: business

For decades, marketers have embraced the concept of a “consideration set”—a supposedly stable group of brands that consumers weigh before…

Harvard marketing guru Ted Levitt made his mark with a number of pithy ideas about the role of marketing and…

B2B and B2C brands are often assumed to be very different. One big assumption is that B2C brands are bought…

Innovation in fast food is often measured by the sizzle of a new product launch or the sleekness of a…

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase…

It’s time for a new brand-building system to meet the shifting needs of today’s consumers. One that acknowledges that: Consumers…

Navigating the process of buying or selling a business can feel daunting for entrepreneurs. That’s where Transworld Business Advisors excels,…

We have talked about some of the industries that are most affected by big data. The healthcare sector is among…

Why would a brand give up on a winning brand promise? Why not contemporize that winning brand promise? Why decide…

According to Wikipedia and taken from a variety of business books and articles, “A challenger brand is a brand in…