Monday, October 5, 2015
Last week I attended the AMA Annual Conference, and I had the chance to sit in on some thought-provoking presentations. Here are four takeaways that stood out for me:
It is only a principle if it costs you
JP Kuehlwein, EVP of Frederick Fekkai, and Wolfgang Schaefer presented the principles of prestige branding. They stated that aligning a brand around a specific purpose or mission means that the brand cannot appeal to everyone, or chase additional revenues...