Assessing Brand Value

Up until now, I’ve thought of brand value as having to do with how much a corporation is financially worth and the price that consumers are willing to pay for a brand's product or service. This idea is really just a small part of what brand value is all about. What I am now learning … Continue reading Assessing Brand Value

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Frame of Reference

In his Ted Talk presentation, "Life Lessons From an Ad Man," Rory Sutherland addresses the concept of frame of reference marketing with the assertion that ads can add value to a product by changing consumers perception of that product instead of changing the product itself. He argues that this strategy can save marketers and brand … Continue reading Frame of Reference