THE DE-VALUATION OF BRAND EQUITY ADVERTISING

Brand equity never seems to go out of style. Most marketers will tell you, in fact, that one of their big responsibilities is to build brand equity during their tenure of brand stewardship. You could almost say that everyone appreciates and desires more brand equity - after all, it often represents an important competitive advantage. So how come, then, that when discussions turn to advertising campaigns, especially those termed brand equity ad campaigns, so many senior managers can't run fast enough away from them? This week we have some thoughts on why.

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The DISPATCHES^TM for July 1, 2013 can be found here:
THE DE-VALUATION OF BRAND EQUITY ADVERTISING

A printer / handheld friendly version can be found here:
THE DE-VALUATION OF BRAND EQUITY ADVERTISING

It is also available in PDF here:
TheDe-valOfBrandEquityAdv.pdf (PDF File)