Marketing Factoids

  • Only 16 percent of consumers trust what they read on blogs source ›
  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • more factoids ›
FEB 2007

Sidestepping Obsolescence

Case Study: How One Marketer Anticipated Consumer Demand and Delivered

CMO Strategy by AdAge, February 19, 2007 — Hard as it may be, it's a question every CEO and CMO today must meet with an honest answer: Is your brand obsolete? This means taking a cold eye to today's metrics of sales performance and ruthlessly tracking how well the brand satisfies the current and untapped demands of your core customers. It also calls for a disciplined approach to betting on unspectacular brands with enormous promise over seemingly healthy brands that are in fact already on life support.

Category: Innovation
Tags: Healthy Choice, Brand Identity & Positioning, Consumer Insights, Growth

Add Your Comment

(required)
(required)



(to prevent comment spam)
 


Any HTML in your comment will be removed upon submission. All comments are moderated, and it may take up to 24 hours for your submission to be approved and published. The BackPocket editors reserve the right to edit or remove comments at any time and for any reason.

Subscribe to comments on this article