May
27
Why Marketing Needs To Promote The Product, Not The Promise
Posted in: UncategorizedCategory: Beyond Madison Avenue
Summary: For two decades now, aspiration has been the watchword of branding. Sell people the story of who they want to be, the logic goes, and the brand wins an unmovable place in their hearts. At one time, many brand campaigns truly struck a chord as they resonated with consumers on an emotional level. We’ve reached a point, though, where many consumers can’t identify…
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