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As technology expands the array of entertainment and consumption options, the value of familiar and trusted brands increases dramatically

KG • Letter #8: Bob Iger (2005)

the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.

Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study

What about approaches that rank brands?

Jenni Romaniuk • Better Brand Health eBook

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

sacks.substack.com • Your Startup Is a Movement

Brands that double down on personalisation like HelloFresh, The Wall Street Journal, WayFair and Birchbox all have some level of loyalty or repeat visit tendency within their products.

David Mannheim • The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal

So where do brands fit if audiences are more interested in

Ball • Gonzo Culture Report Part 1

It had its thesis right. People don’t care about big brands as much as they care about ingredients. They love a good price. If you give people what they could trust at the price they can afford, there is a big company to be built.