Product managers sales directors, finance directors and managing directors often turn to marketer’s and expect marketing to magically sell products, increase customer footfall and dramatically increase revenues. Brand managers can raise the awareness of a good product, breathe new life into an old campaign but brands need an environment to grow and flourish. They flourish in open competitive markets and it is here that strategic brand management is a part of a company’s strategic marketing plans. But there are no fixed formulas for their ongoing survival. Companies must figure out what works for them.
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http://www.concentriccircles.biz/newsletter/RippleEffectJune2010
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