Reading Time: 3 minutes Brands sent powerful messages through how they price. Price can be influential in portraying a brand as affordable and ‘on the side of the customer’, or exclusive and just for the few. It can generate responses ranging from the thrill of a bargain to the indignation of a price tag that seems far too steep.
Tag: ROI
If the answer isn’t brand, then what is it?
Reading Time: 4 minutes Some searching questions recently from executives who seem to pride themselves on being brand sceptics prompted me to review the parameters of what brands can do, what they can’t and why I still believe that branding is a vital business activity.