The Superbrands Discount

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Luxury Schmuxury

by: Jonathan Salem Baskin

"Mass-affluent" brands like Burberry, Tiffany, and Coach are hurting in this dicey economy of ours, just like their lesser-branded competitors.

I guess I still don't understand the branding equation: expenditures on branding are an investment because they imbue products and services with attributes, associations, and a substantive equity that should somehow supercede competitive comparisons of function or price.

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High Testosterone Marketing

How does marketing to high-testosterone males differ from pitching their lower testosterone counterparts? And who are those testosterone-rich individuals?

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Avoiding Fairness Dissonance

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