Posts Tagged ‘kotler’
Well, here it comes. Brand activism – the breakthrough concept in marketing management. This is clearly going to be a big opportunity for nonprofits and governments with major causes that are looking to partner with the private sector.
Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. (more…)