How Smart Brands Make More Money
Why do consumers pay a premium price for a brand? They do so because they find the brand to be meaningfully different from the alternatives. Whether that meaning is rooted in a functional performance or an emotional connection people are willing pay more for brands that offer meaning and stand out from the crowd. In his new book Brand Premium: How Smart Brands Make More Money, Hollis shares the importance for marketers to identify a brand’s meaningful difference and focus on amplifying that meaningfully different brand experience for the consumer.
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Published October 2013 by Palgrave Macmillan
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