Category Archives: Brand Economics
Is Procurement Hurting your Brand?
In tough economic times, companies turn to their procurement departments for more fiscally-disciplined policies that help reign-in unchecked spending and wasted resources. Increasingly, companies are subjecting strategic and creative services to standardized procurement processes across the board without differentiation. And while this is great for their bottom lines, it is restricting their ability to come up with the innovative ideas necessary for brand leadership.
Read MoreCan you really build your brand one surcharge at a time?
Airlines, phone companies, car rental firms, banks, tickets agencies – undisputed kings of the surcharge. Once upon a time these charges were hidden, buried deep within your bill, waiting to surprise you at the end of the month or at checkout. Over the last few years those surcharges have not only been growing rapidly (it [...]
Read MoreSurvival of the Fittest
In 2009, we lost a lot of big name brands to bankruptcies, mergers and acquisitions. While the worst of the recession may be over and optimism growing for a stronger 2010, times are still tough for businesses and their brands. The reality of a post-recession marketplace is that everyone will continue to have to do [...]
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