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In case you’ve missed it, we at the WD tout our specialization in premium brands as our differentiator among other full-service advertising agencies. In our endeavor to be the experts on premium brands, we’ve developed some proprietary Premium Tools—one of which being our Premium Brand Index ™. Basically, we take up to ten brands within [...] Are you gun-shy of using your brand’s budget to do something innovative? Too often, marketers of premium brands seem to believe that advertising their brand or service will be, much like their brand, a premium proposition. They assume that good advertising is simply “too expensive.” And all that production and photography and printing and interactive stuff is just fancy frosting that their cake doesn’t need to [...] What does it take to make a commodity premium? It takes more than differentiation, it takes differentiation that matters to the customer. Marketers deal every day with putting a message out there for consumers to bite down on, but the commodities that can demand a higher price—and even invoke brand loyalty—are the ones that know [...] In the grocery aisle these days, there’s a noticeable change in the placement of store brands. They’re getting the prime real estate. It seems grocers are trying to maximize their margins by pushing their private label brands, when it’s the name brand products that have brought the customer to the store. Consumers may appreciate the [...] |
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