Add Excitement to Your Brand

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We have grown indifferent to brands, faithlessly substituting one for another without compunction. When making marketing decisions in this context, managers must consider two phenomena that have forged this new landscape.
Bibliographic citation: Oliver, Xavier, "Add Excitement to Your Brand: Selling yet more interchangeable products at ever cheaper prices is not going to win over indifferent, overwhelmed consumers". IESE Insight 20/09/2013

Reference: 10.15581/002.OPI-2509 (DOI)
Date: 20/09/2013
Author(s): Oliver, Xavier
Document type: Opinion
Languages: Spanish / English
Company(ies): Bic, Swatch, Coca-Cola