Marketing needs a new business purpose. Without a new business purpose, marketing will have no purpose. Instead of a profession, marketing has become a trade: the trade of managing and executing marketing and media tactics.
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Larry Light, Author at Branding Strategy Insider
At the end of 2021 Time Magazine and Financial Times both selected Elon Musk as person of the year. There is a lot to be said for Mr. Musk’s selection. After all, he changed the automotive category. His vision and impressive focus created a future in which he wins and all other entries are currently playing by his rules. With the brand he created, Tesla, he has shown that it is possible to break established...
CVS, the retail pharmacy-healthcare chain that also owns Aetna insurance, created a platform for progress with the goal of taking a prominent position providing continuing health care to communities. This plan was devised and in place in advance of the current corona virus crisis. That platform is helping to forge a brand business poised for enduring profitable growth.
Mercedes canceled its subscription service, Mercedes Collection. The two-year old pilot offering fee-based access to 30 different models, insurance, roadside assistance and maintenance had about 100 participants. Mercedes Collection gave people a car-driving option other than a purchase or a lease.
Brand revitalization requires finding and satisfying a new, important customer need. Brand success requires being the best at something relevant and differentiated. It means never taking your eye off of changing customer needs.