Brand Promises and Brand Religions

by Admin

26 Feb
 None    Internet Related

by Gord Hotchkiss

I wish Steve Ballmer would check with me before he does these things. Last week Microsoft announced they were launching Microsoft only retail outlets, similar to the successful Apple Stores. My intention with this column was to follow up on last week’s column, No Search is an Island, which prompted some interesting comments. My point was that search captures awareness created demand, it doesn’t generate it. If you want to continue to harvest from the bottom of the funnel, you need something to prime the top. And many, quite rightly, pointed out the traditional methods of priming the top, including TV, are becoming less and less effective. Martin Lindstrom, in his book buy-ology, references extensive neuro-scanning studies that showed that millions of dollars are being wasted in ineffective brand building.

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