Pricing Strategies: Is Competing on (Low) Price A Sustainable Strategy?

The following statement is part of "Pricing Strategies 1 on 1": positioning your brand as the lowest priced competitor is a risky strategy. And in most cases it is, at least in theory. The economic reality is different. With little to no Continue Reading

Indian Luxury Education: An Eye Opener

This is a guest post by Love Ranga, Chief Strategy Officer and Author, The Ghost of Luxury September 2008 “So, what do you know about Luxury Retail?” asked the interviewer. “Sir, in Luxury Retail we sell expensive products,” replied the candidate. “And?” the interviewer persisted. “Here the customer is the ‘rich’ king,” the candidate answered with […]

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How to Use Amazon to Build Your Brand

It is a reality acknowledged by more and more marketers: a brand can no longer rely on intermediaries such as distributors, sales agents and independent retailers to convey its messages to the target audience. A strong brand communicates directly with its end users. Their feedback is invaluable to brand owners in answering questions such as […]

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Starting Your Own Business? Read This Branding Reality Check First

You feel stuck in a boring 9 to 5 job. You know you can do more with your life. You have the determination to build your own brand(s). You want to leave a good legacy for your children. All of the above are good reasons for starting your own business. You’ve probably come across hundreds […]

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Premium Branding: 3 Tips to Market Your Business to High-End Consumers

Millennials have been the marketing industry’s latest target as they constitute a huge consumer group with high purchasing power. In fact, according to a report by Pew Research Centre, ‘Millennials have surpassed Baby Boomers as the nation’s largest living generation.’ About 75.4 million millennials (those between ages 18 and 34 years) and 74.9 million baby […]

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How to Build a Premium Brand

Not all consumers are price sensitive. As disposable income increases, people are willing to pay more for a quality product that will save them money in the long run. Increasingly people value quality over quantity, free time, craftsmanship, social responsibility, and local sustainability. Premium brands are highly valuable assets for a few reasons. The premium […]

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3 Branding Strategies That Will Add Value to Your Business

What do you understand by a ‘brand’? People often use it interchangeably with the company name. A ‘brand’ in real sense is a lot more than that. A brand reflects what a company is all about and the kind of experience or products the consumer is going to buy. For instance, Coca Cola uses the […]

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Three Strategies to Expand Your Brand Online

In the past two years I have been actively involved in eCommerce, launching new brands exclusively online, or expanding established brands to take advantage of the online channel and grow sales. I have gained enough hands-on experience managing branded online stores, as well as selling on third party retailers such as Amazon, to put together […]

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Managing Channel Conflict: How to Make Your Products More Accessible with Multi-Channel Distribution

Marketers are among the first to witness what I call the “fragmentation” of everything: media, consumer preferences, shopping habits and distribution channels. Brands are almost forced to diversify their presence across multiple distribution channels to avoid becoming irrelevant. Emerging brands have usually adapted well to the new reality: they offer no exclusivity to a particular […]

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Are Marketing Certifications Worth It?

A very common question I receive from my readers is about my Professional Certified Marketer designation. More specifically, what kind of impact did it have on my professional career? I think it’s time, many years since I received the certification, to answer this question publicly in more detail. For those of you who don’t want […]

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