We live in an age that seeks quick fixes and easy answers. Sometimes leaders abdicate their thinking to others and accept “prevailing wisdom,” which is often an oxymoron.
If a brand ceases to exist, would consumers care? This is a question marketers should be posing after they read the latest research on consumers and their brand opinions. The good news is there are ways to fix the marketing shortfalls currently affecting many brands and the solution is related to erasing the myths advertisers have long promoted.