Marketing a brand trumps selling a commodity

摘要

Do you want to build a brand or sell a commodity?rnThat’s the question Paul Jankowski, president of brand marketing firmrnNew Heartland Group, asked attendees of SIGMA’s recent annualrnmeeting here.rnThe better answer is to opt for a brand. “Commodities competernon price or convenience. Brands compete on emotional connections,”rnJankowski said, explaining that a strong brand garners loyalty and fetchesrna higher price for the products you sell.