Discussion Topic: Advertising & Brand Building

According to Christensen, Cook & Hall (2005), “Much advertising is wasted in the mistaken belief that it alone can build brands. Advertising cannot build brands, but it can tell people about an existing branded product’s ability to do a job well.” Discuss.

Source: Christensen, C. M. & Cook, S. & Hall, T. (2005), Marketing Malpractice: The Cause and the Cure”, Harvard Business Review.

Discussion Topic: What is the difference between a brand and a product

I would prefer that students look up scholarly literature along with books before commenting randomly on the assigned topic. Work out a precise answer that reads beautifully, has no spelling mistakes, and is grammatically correct. Your comment is public to the whole world here.

Make it count! Make it something you can be proud of.

Discussion Topic: The Consumer Decision Making Process

Empowered, savvy, well-informed, discerning, and other similar words are used for the consumers of the 21st century. The traditional funnel concept has changed to the consumer decision journey, which is less linear and more complicated than the funnel. What does the change mean for marketers? Does this have implications for Pakistani consumers living in big cities and marketers as well?

Note: You will have to register on the McKinsey website to access the full article mentioned in the link above. The membership is FREE.

Discussion Topic: Is Malala Yousafzai a Meaningful Brand?

As per the video featuring Umair Haque accessible at http://blogs.hbr.org/haque/2011/02/rethinking_the_idea_of_the_bra.html, meaningful brands are different from other types of brands.  Continue reading Discussion Topic: Is Malala Yousafzai a Meaningful Brand?

Discussion Topic: The New Era of Customer Engagement

According to French, T., LaBerge, L. & Magill, P. (2011), “For the past decade, marketers have been adjusting to a new era of deep customer engagement. They’ve tacked on new functions, such as social-media management; altered processes to better integrate advertising campaigns online, on television, and in print; and added staff with Web expertise to manage the explosion of digital customer data. Yet in our experience, that’s not enough. To truly engage customers for whom “push” advertising is increasingly irrelevant Continue reading Discussion Topic: The New Era of Customer Engagement