Executive Decision - March/April 2008 - (Page 74) the bottom line A Shrinking Advantage or Shifting Advantage? By Michael Megalli trategtic advisor Umair Haque writes about the “Shrinking Advantage of Brands.” Cheap interaction, he says, is “driving the strategy of branding into decay.” Haque echoes a number of the things that form the basis of our mission to remake the way marketers think about marketing. In doing so, however, he seems to throw the baby out with the bathwater. If the mechanisms for building brands are changing, does the value and advantage of a strong brand necessarily implode as well? If consumers have more of a role in determining the relevance and meaning of the brands that they love (or hate), does the fundamental importance of these brands as repositories of perceived value go away? With cheap interaction now available to all, isn’t the need for a brand stronger than ever? With all of the market noise that accompanies cheap interaction, how else can a provider of goods and services identify the specific ways that they differentiate their value? How else can customers, partners, employees and other stakeholders identify and respond to the firms that they interact with? Brands today are more relevant than ever because they are more volatile. For the Googles out there that have built multi-billion dollar brands in breathtakingly short time periods, there are many others that have lost EXECUTIVE DECISION I execdecision.com http://execdecision.com
Table of Contents Feed for the Digital Edition of Executive Decision - March/April 2008 Executive Decision - March/April 2008 Contents Index of Advertisers Contributing Editors From the Editor's Desk Publisher's Note You Be the Judge - Unionization Thought Leader - Pitney Bowes Management - Flying High for Long-Term Results Strategies - Sovereign Wealth Funds Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure Finance/Legal - The New Boycott Model Green At Work - Transforming for Sustainability Technology - Embracing Risk Leadership - Executive Reputation Management The Global Village - China Moves to Curb Prices Economic Profile - California Gold Rush Transformations - I Can See Clearly Now, The Brain Is Gone Marketing - Effectively Using Market Research The Bottom Line - Brands: A Shrinking Advantage or Shifting Advantage? Pulse - Pandemic: Not If But When SPECIAL SECTION - Living On the Green: Luxury Golf Destinations Executive Decision - March/April 2008 Executive Decision - March/April 2008 - Executive Decision - March/April 2008 (Page Cover1) Executive Decision - March/April 2008 - Executive Decision - March/April 2008 (Page Cover2) Executive Decision - March/April 2008 - Executive Decision - March/April 2008 (Page 1) Executive Decision - March/April 2008 - Contents (Page 2) Executive Decision - March/April 2008 - Contents (Page 3) Executive Decision - March/April 2008 - Contents (Page 4) Executive Decision - March/April 2008 - Contents (Page 5) Executive Decision - March/April 2008 - Index of Advertisers (Page 6) Executive Decision - March/April 2008 - Index of Advertisers (Page 7) Executive Decision - March/April 2008 - Contributing Editors (Page 8) Executive Decision - March/April 2008 - Contributing Editors (Page 9) Executive Decision - March/April 2008 - From the Editor's Desk (Page 10) Executive Decision - March/April 2008 - From the Editor's Desk (Page 11) Executive Decision - March/April 2008 - Publisher's Note (Page 12) Executive Decision - March/April 2008 - Publisher's Note (Page 13) Executive Decision - March/April 2008 - You Be the Judge - Unionization (Page 14) Executive Decision - March/April 2008 - You Be the Judge - Unionization (Page 15) Executive Decision - March/April 2008 - You Be the Judge - Unionization (Page 16) Executive Decision - March/April 2008 - You Be the Judge - Unionization (Page 17) Executive Decision - March/April 2008 - Thought Leader - Pitney Bowes (Page 18) Executive Decision - March/April 2008 - Thought Leader - Pitney Bowes (Page 19) Executive Decision - March/April 2008 - Management - Flying High for Long-Term Results (Page 20) Executive Decision - March/April 2008 - Management - Flying High for Long-Term Results (Page 21) Executive Decision - March/April 2008 - Management - Flying High for Long-Term Results (Page 22) Executive Decision - March/April 2008 - Management - Flying High for Long-Term Results (Page 23) Executive Decision - March/April 2008 - Management - Flying High for Long-Term Results (Page 24) Executive Decision - March/April 2008 - Management - Flying High for Long-Term Results (Page 25) Executive Decision - March/April 2008 - Strategies - Sovereign Wealth Funds (Page 26) Executive Decision - March/April 2008 - Strategies - Sovereign Wealth Funds (Page 27) Executive Decision - March/April 2008 - Strategies - Sovereign Wealth Funds (Page 28) Executive Decision - March/April 2008 - Strategies - Sovereign Wealth Funds (Page 29) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 30) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 31) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 32) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 33) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 34) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 35) Executive Decision - March/April 2008 - Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure (Page 36) Executive Decision - March/April 2008 - Finance/Legal - The New Boycott Model (Page 37) Executive Decision - March/April 2008 - Finance/Legal - The New Boycott Model (Page 38) Executive Decision - March/April 2008 - Finance/Legal - The New Boycott Model (Page 39) Executive Decision - March/April 2008 - Finance/Legal - The New Boycott Model (Page 40) Executive Decision - March/April 2008 - Green At Work - Transforming for Sustainability (Page 41) Executive Decision - March/April 2008 - Green At Work - Transforming for Sustainability (Page 42) Executive Decision - March/April 2008 - Green At Work - Transforming for Sustainability (Page 43) Executive Decision - March/April 2008 - Technology - Embracing Risk (Page 44) Executive Decision - March/April 2008 - Technology - Embracing Risk (Page 45) Executive Decision - March/April 2008 - Technology - Embracing Risk (Page 46) Executive Decision - March/April 2008 - Technology - Embracing Risk (Page 47) Executive Decision - March/April 2008 - Technology - Embracing Risk (Page 48) Executive Decision - March/April 2008 - Leadership - Executive Reputation Management (Page 49) Executive Decision - March/April 2008 - Leadership - Executive Reputation Management (Page 50) Executive Decision - March/April 2008 - Leadership - Executive Reputation Management (Page 51) Executive Decision - March/April 2008 - The Global Village - China Moves to Curb Prices (Page 52) Executive Decision - March/April 2008 - The Global Village - China Moves to Curb Prices (Page 53) Executive Decision - March/April 2008 - The Global Village - China Moves to Curb Prices (Page 54) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 55) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 56) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 57) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 58) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 59) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 60) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 61) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 62) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 63) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 64) Executive Decision - March/April 2008 - Economic Profile - California Gold Rush (Page 65) Executive Decision - March/April 2008 - Transformations - I Can See Clearly Now, The Brain Is Gone (Page 66) Executive Decision - March/April 2008 - Transformations - I Can See Clearly Now, The Brain Is Gone (Page 67) Executive Decision - March/April 2008 - Marketing - Effectively Using Market Research (Page 68) Executive Decision - March/April 2008 - Marketing - Effectively Using Market Research (Page 69) Executive Decision - March/April 2008 - Marketing - Effectively Using Market Research (Page 70) Executive Decision - March/April 2008 - Marketing - Effectively Using Market Research (Page 71) Executive Decision - March/April 2008 - Marketing - Effectively Using Market Research (Page 72) Executive Decision - March/April 2008 - Marketing - Effectively Using Market Research (Page 73) Executive Decision - March/April 2008 - The Bottom Line - Brands: A Shrinking Advantage or Shifting Advantage? (Page 74) Executive Decision - March/April 2008 - The Bottom Line - Brands: A Shrinking Advantage or Shifting Advantage? (Page 75) Executive Decision - March/April 2008 - Pulse - Pandemic: Not If But When (Page 76) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 77) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 78) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 79) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 80) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 81) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 82) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 83) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 84) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 85) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 86) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 87) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page 88) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page Cover3) Executive Decision - March/April 2008 - SPECIAL SECTION - Living On the Green: Luxury Golf Destinations (Page Cover4)
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