Entries by StrategyDriven

Forget Brand Preference – Win the Brand Relevance War

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There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition. Most marketing strategists perceive themselves to be engaged […]

Leadership Inspirations – Believable

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“We are inclined to believe those whom we do not know because they never have deceived us.” Dr. Samuel Johnson (1709 – 1784) British author who made lasting contributions to English literature as a poet, essayist, moralist, literary critic, biographer, editor and lexicographer cited as “arguably the most distinguished man of letters in English history”