two business can sell the same goods but a diffeent product

MANY BUSINESS PEOPLE DO NOT KNOW WHAT CUSTOMERS ARE BUYING – 3 OBSERVATIONS I would argue that Myer and David Jones in Australia sell pretty much the same range of goods but a very different product. I would argue that when you buy a pair of Levi jeans from Myer, you are buying a very […]

MANY BUSINESS PEOPLE DO NOT KNOW WHAT CUSTOMERS ARE BUYING – 3 OBSERVATIONS I would argue that Myer and David Jones in Australia sell pretty much the same range of goods but a very different product. I would argue that when you buy a pair of Levi jeans from Myer, you are buying a very different product that when you are buying a pair of Levi jeans from David Jones. At Myer, in my experience, you will be lucky to find the size, colour and cut you are looking for and you will be lucky to find anyone to provide service. At David Jones, in my experience, you are more likely to find the size, colour and cut you want and service is a higher (though not guaranteed) probability. I have found a similar disparity in experiences with David Jones and the Mont Blanc shop. When buying pen refills, I…

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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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