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I was recently looking for some more healthy food options when eating out. My friend, Lauren, immediately pointed me toward Panera. I really like Panera, but had never heard that their chicken was all-natural. I went to their website to see what else they offered, and no where on their website could I find any [...] When it comes to marketing premium brands, there’s usually no shortage of RTBs (Reasons To Believe) to choose from. Although brands in commodity categories are sometimes challenged to differentiate themselves, the premium brand(s) in any “vertical” should carefully choose which RTBs make it to the front lines of consumer messaging. Whether or not emotional or [...] We all know how hard it is to turn a profit in today’s economy. What’s even more difficult is sustaining the value of a premium brand, what with brand names shelling out coupons, cutting all marketing and even changing their product ingredients to become the “chipper chicken” of their category. (Thank you, Steve Martin.) Extraordinary: going beyond what is usual, regular, or customary. — Merriam-Webster John Nese is a regular guy who has an irregular love–he adores soda pop. Having worked with his father since he was younger in their run-of-the-mill grocery store, his little establishment was given the opportunity to carry the big brand of soda, Pepsi. After feeling bullied into an agreement he didn’t want, John decided he would start collecting his own selection of specialty sodas—without the help of a big compay. Over the years his little store has become anything but run-of-the-mill. Not cowering to the pressure of the recession, Volvo delivers premium peace of mind Premium brands should never cower, even during a recession. |
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