by dustin | Jul 1, 2005 | Branding, Marketing, Unconventional Marketing
In reading Creating Customer Evangelists by Ben McConnell and Jackie Huba, I came across a statement with which I agreed and disagreed. Marketers often refer to “increasing brand loyalty” as a factor in increasing sales. But does this terminology really...
by dustin | Jul 1, 2005 | Branding, Business Management, Marketing
A lot of smaller companies like to position themselves as being in a David vs. Goliath conflict with their larger competitors. We like to think that people want to root for the little guy. We also like to imply that in the end, we will stand over the fallen giant as...
