Ries & Trout Were Wrong: Brand Extensions Work
Harvard Business Review
APRIL 5, 2012
I am deeply indebted to Al Ries and Jack Trout for advancing branding with their classic book, Positioning: The Battle for Your Mind , in which they introduce the concept of positioning, defined as the brand perception residing in a person's mind. Thus, any gain in marketing efficiencies is just not worth the risk.
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