March 2012
Beginner
704 pages
18h 19m
English
book
Branding Strategies for Success (Collection)
by Joan Kiddon Larry Light Brian D. Till, Donna Heckler, Ryan D. Mathews, Russ Hall, Watts Wacker, Robert Brunner, Stewart Emery
Content preview from Branding Strategies for Success (Collection)
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Truth 9. Beware of the discounting minefield
On sale. Clearance sale. Holiday sale. 25% off. 50% off. It never ends. Roy Williams in Wizard of Ads describes constant promotion as the cocaine of advertising. That's a good analogy since discounts make us feel good in the short run (as marketing teams see sales gains) but risk killing the brand in the long run (by cheapening the brand's image and shrinking profit margins). As consumers become acclimated to this activity, it takes larger "doses" to keep generating interest and sales gains.
The problem with discounting is that you might never go low enough. There may always be a competitor willing to be cheaper than you. And that simple point is the crux of the discounting dilemma. Although an organization ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.