price is more complicated than many think

A good friend of mine owns a car yard offering a range of European vehicles. Over coffee last week he was telling me that on each and every car in the second hand vehicle yard there is a sign offering four pricing options: – The DIAMOND price – offering 10 added benefits and a premium […]

A good friend of mine owns a car yard offering a range of European vehicles. Over coffee last week he was telling me that on each and every car in the second hand vehicle yard there is a sign offering four pricing options: – The DIAMOND price – offering 10 added benefits and a premium price – The GOLD price – offering 2 added benefits and a slightly lower premium price – The SILVER price – offering 1 added benefit and a more competitive price – The LOWEST price – offering the car with no benefits at a very low price These are the only prices on offer and there is no bargaining beyond this. The highest price is well above market for the vehicle and the lowest price is at or below market. He reported to me that business is very good and that sales are increasingly monthly. He…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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