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Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference
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Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

by Karen Post
December 2011
Beginner to intermediate content levelBeginner to intermediate
264 pages
6h 42m
English
McGraw-Hill
Content preview from Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Chapter 10Game Changer 7: Own Your Distinction

When it comes to branding, if you run like the rest, are indistinct, or don’t own your unique place in your customers’ minds, your brand will likely become the equivalent of road kill.

Today, global economies offer so many choices, many of which provide value and solve problems. In an environment of so many options, blending in just ensures a brand’s place as a price-driven commodity, which is a tough zone to play in and win. When buying decisions are based solely on price, margins shrink, and what was, or might have been, a brand is just another commodity. Loyalty is nonexistent, and defections are common. As a result, brands lacking individuality typically spend a lot more on marketing, because ...

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Publisher Resources

ISBN: 9780071775281