The only leverage the manufact...
The only leverage the manufacturer can apply to the retailer is his relationship with the consumer. And the main element in profit growth is going to have to lie in making his brand more valuable to the retailer, through its being more valuable to the consumer. And that means his brand must be unique, it must have no adequate direct substitutes - because it is in this, after all, that value lies.
One can often trace the source...
One can often trace the sources of a brand personality-here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.
A campaign, like a brand, is n...
A campaign, like a brand, is not just a number of bits put together-a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.
Research can only present data...
Research can only present data about the past. No one seriously believes that people's answers to hypothetical questions about the future accurately represent their future behaviour; they merely represent a current attitude, which may or may not be translated into future behaviour.
I looked at the ceiling and wi...
I looked at the ceiling and wished this life was over. This unhappy life that had started out so confidently. I thought I would sleep no more that night but eventually I did. In the end we always wear out our worries. That's what Wire man says.
Maybe that's why God made us k...
Maybe that's why God made us kids first and built us close to the ground, because He knows you got to fall down a lot and bleed a lot before you learn that one simple lesson. You pay for what you get, you own what you pay for... and sooner or later whatever you own comes back home to you.
It's exciting and it's thrilli...
It's exciting and it's thrilling and it's not particularly threatening, because they're not overtly sexual. A lot of the physical side of it is conveyed in things like the vampire will touch her forearm or run a hand over skin, and she just flushes all hot and cold. And for girls, that's a shorthand for all the feelings that they're not ready to deal with yet.
So okay - there you are in you...
So okay - there you are in your room with the shade down and the door shut and the plug pulled out of the base of the telephone. You've blown up your TV and committed yourself to a thousand words a day, come hell or high water. Now comes the big question: What are you going to write about? And the equally big answer: Anything you damn well want.
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Десять кинозвезд, которые отлично поют
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Остаться на вершине в Голливуде удаётся не каждому, особенно если путь начался в детстве. Одни актёры теряются из-за...
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