Customers want to buy something which is not expensive because of a label but which is costly because of the time taken to produce it.
Sentiment: NEGATIVE
You can't just buy things for the label - it's ridiculous.
It's horrible when people are only interested in buying labels, because it doesn't bring them the happiness they think it will.
My customer isn't wrapped up in labels and money.
In industries where a lot of competitors are selling the same product - mangoes, gasoline, DVD players - price is the easiest way to distinguish yourself. The hope is that if you cut prices enough you can increase your market share, and even your profits. But this works only if your competitors won't, or can't, follow suit.
At an independent label, you have to figure out inventive ways to promote without spending the money.
When times are good, there is budget available for increased research on secondary products or customers.
Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.
Starting my own label was more out of necessity. I'm not going to sit around and wait for labels to come screaming.
I think we are living in a time where the consumer has lots of choices, whether it's coffee, newspapers or whatever it is. And there is parity in the market place, and as a result of that, the consumer is beginning to make decisions, not just on what things cost and the convenience of it.
You rarely get money out of labels, except for when they open up a budget for a project. Other than that, it's a do-or-die type thing.
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