- How to build brand credibility, one little leap at a time. - The brands I work with are not like WalMart. They don't spend a half a billion dollars a year flooding the airwaves with advertising. They don't have enough money to sway public opinion in their favor. And all of them face stiff competition from bigger businesses. So brand credibility is essential. Last week I had to convince a retail client that he couldn't change people's minds regarding his biggest competitor; the big box store. "You can't compete on price," I said. "It's just not a credible message." "Yes we can... They're not really cheaper, not in this business," he said. "Doesn't matter," I replied. "Everyone believes they're cheaper because the big box stores can buy in bulk. They have special ... Continue Reading
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