February 2010 03
Do You Really Need a Target?
Posted By : Adam Schorr

Engage the Market, not Just a Hypothesis It is Marketing 101 gospel that you must have a customer target to position a brand or its offerings. Target is one of the four pillars of classical

January 2010 15
Can Brands Exist in a World of Immediacy?
Posted By : Adam Schorr

At its core, a brand is a promise to customers to deliver a specific product, service and/or experience with particular qualities. Brands deliver value to customers by serving as a shortcut in a purchase decision and