Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.
From John Quelch
The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.
Personal brand equity erodes much faster than corporate brand equity.
Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market.
You certainly don't want to market the president as if he or she were a box of breakfast cereal.
When we're talking about brand, we're talking about what does the brand stand for. And when we're talking about approval, we're talking about whether or not I approve of what the brand stands for.
The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market.
China is a very brand-intensive society. The reason that brands are so very important is that they are a way to signal social status.
Consumer behaviour changes in a glacial fashion.
Changing our consumer behaviour is similar to quitting smoking. Unless people are shocked into doing it, either by social disapproval or family disapproval or fear of the medical consequences, they'll just keep on smoking.
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