Nigel Hollis, Chief Global Analyst, Kantar, wrote an article titled Brands need to build more than just salience to grow (3 August 2020).Continue reading “Brands need to build more than just salience to grow”
What Attributes Can Brands Really Own?
Ethan Decker started a Twitter thread: « Brands trying to ‘own’ category attributes are pushing water uphill, esp in mature categories, esp without unique & protected IP. » Continue reading “What Attributes Can Brands Really Own?”
Here is a YouTube video in which Mark Ritson explains a remarkable turnaround story of the Snicker brand, by focusing on distinctive assets. Continue reading “Snickers turnaround”