by Pamela Danziger | Feb 22, 2023 | BLOG, Branding, Business Planning, Marketing
We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to loyalty. It’s a logical step-by-step progression model and gives brands the confidence to manage customers’...
by Pamela Danziger | Feb 22, 2023 | BLOG, Branding, Marketing
Paradoxes are both familiar and common to the human condition. They are brain teasers that reveal faults in our senses and errors in human logic. Authors and poets delight in paradoxes because they stop the reader in their tracks to ponder the apparent contradictions....
by Pamela Danziger | Feb 22, 2023 | BLOG, Branding, Luxury
Perhaps there is no more contentious issue in the luxury market today than what makes a brand “real” luxury? The industry establishment frequently claims that this brand or that one simply doesn’t measure up to their inbred standard, thus negating it as a competitive...
by Pamela Danziger | Feb 21, 2023 | BLOG, Branding, Marketing, Uncategorized
The concept of the Unique Sales Proposition (USP) has been enshrined in marketing and sales circles for decades. Advanced by advertising executive Rosser Reeves in the late 1940s and 50s and then introduced into the lexicon in his 1961 book Reality in Advertising, he...
by Pamela Danziger | Mar 5, 2022 | BLOG, Business Planning
“Unless commitment is made, there are only promises and hopes, not plans,” said Peter Drucker. Building a business is not for the faint of heart. It’s full of daunting challenges, and for many, the most daunting challenge of all is writing the business plan....
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