Why do some brands dominate their competition?
The likes of Southwest, Nike, the Georgia-based chicken quick service restaurant Chick-fil-A and Amazon are marketing superstars, but there’s a specific reason for their status. They all heed David Packard’s warning, “Marketing is too important to be left to the marketing department.”
Discarding the false dichotomy
In recent years, my colleagues at Barkley and I took an interest in answering that question, leading us to this conclusion:
The strongest brands do not distinguish between brand marketing and performance marketing.
For these brands, everything is a brandaction. As you will see...