Marketing & Media

Brand Activism, the Next Stage of Branding

Philip Kotler and Christian Sarkar first published a version of this column in The Marketing Journal The Marketing Journal.   Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game […]

 

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