Komen and Planned Parenthood
The public feud between Susan G. Komen for the Cure and Planned Parenthood is an object lesson in successful strategic thinking. It’s also a sign of what is to come in terms of captivating and motivating an audience. For those of you who haven’t followed the controversy, Komen recently announced they would (in effect) not ...
anxious customers? keep it simple.
One way to think of the job a brand must perform is to address the risks involved with making a purchasing decision. Some people separate risks into different categories – physical, social, monetary, etc. – where others think in terms of high or low involvement. A low involvement choice is a product like detergent, gum, ...
