Excerpt from Chapter 11 – “BRAND MANAGEMENT”

Published January 4, 2018

A war is being waged and the battlefield reaches from the internet to retail shelves. The winners of this war are awarded business, increased market share, and the profits that go with it. As consumers, we are the target. Every single item we purchase, from the soap we shower with to the food we eat to the toothpaste we brush our teeth with, has been strategically branded, positioned, and marketed specifically with us in mind.

Put another way, there’s a person sitting in an office somewhere whose only professional reason for being is to get us to buy the brand they oversee instead of the competition. I am guessing they’re sitting at a bank of computer monitors with point-of-sale, syndicated market data, and focus group and consumer trend data flowing by as the information is reflected in the lenses of their glasses.