“God help any company that thinks its product is better, whiter, brighter or
faster than anybody else’s and stops there. The real branding challenge is to
peel back the layers of the customer to get to his heart, his soul, to a place where
he does not even think consciously”
Each day brings a new challenge demanding a response that is equal to it…
In an era of fragmentations and segmentations, there are key problems in managing challenges.
This is very common in our part of the region, where when a new challenge arises, the tendency
is to use old methods and practices that brought success in the past. These patterns no longer
work because last year’s winning strategy is today’s losing strategy, and today’s winning strategy
is tomorrow’s losing strategy.
