INSIGHT
THE BOTTOM LINE BLOG
5 Top Reasons Why Brands Fail
What does it mean for a brand to fail, and how do you know when it happens? It’s not an overnight process, unless a company like Enron or Wells Fargo does something so egregious that they destroy all trust in their brand overnight. Instead, it usually happens...
Why Marketing Fails
“Our Marketing Isn’t Working!” is a phrase (exasperation?) heard way too frequently throughout the halls of corporate America in organizations large and small, for-profit and non-profit, across all industries. Why is this? Are the tools available to marketers...
“Activating Brave” in 2019 (AKA Innovate or Die)
It’s always a challenge to write a year-end blog that has meaning. However, we were inspired by two unrelated sources – the Interbrand Best Global Brands Summit (held on October 9th) and a recent Wall Street Journal article on tuna brands published on December 2nd....
Why Your Competitive Frame of Reference Is Important!
How many times have you taken a step back to think about what industry your company or product/service is playing in? Where do you compete? Being really clear about what we call your “competitive frame of reference” is critical as it defines your current and...
Should Brands Take a Political or Social Stand?
In the evolving world of marketing, it’s not enough to be a 24/7 brand – always on call and ready to respond to competitive threats, customer opportunities and feedback. Today, it’s equally important to be connected to and be on the right side of societal issues...
Super Saturday spells super-sized, male-dominated mall crowds
BottomLine's Miro Copic talks to the Union~Tribune about the pros and cons of Super Saturday shopping this year. Super Saturday spells super-sized, male-dominated mall crowds By Jennifer Van Grove - San Diego Union Tribune -...
