Posted under Marketing
from http://www.drewsmarketingminute.com 1208 days ago

Many people, myself included, believe in the power of a strong brand. Brand positioning has influenced buying decisions for years and a company with a strong sense of their own brand and a commitment to authentically walking out that brand is at an advantage over their competitors.

In the past, a great brand could significantly influence if not determine the absolute value of a product or service.

But, is that marketing truth evolving?

I’ve just finished reading the book Absolute Value, What Really Influences Customers in the Age of Nearly Perfect Information* by Itamar Simonson and Emanuel Rosen and it digs into this issue. The book offers many examples of how consumers have viewed and evaluated brands in the past and how they are coming to interact and judge them today. When you see the trends spelled out, in example after example, it’s pretty eye opening.

To kick ...

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