The Hidden Persuader

Better Branding ...

"Building strong brands isn’t getting any easier. An explosion in the number of brands—as well as a proliferation of ways to communicate them, from hundreds of cable channels to the Internet, product placement in movies, and even mobile-phone display screens—has made it tougher to get messages through". In this article from McKinsey Quarterly the authors suggest the key to building brands more scientifically is to combine a forward-looking market segmentation with a better understanding of customers and a brand’s identity.