There are many reasons why Americans do not feel positive about the economy. Even though we read and hear that inflation is easing, many Americans do not feel secure and financially stable. A significant portion of Americans are being left behind.
Trust in traditional institutions has plummeted. Trust in corporations, government, and media are at all-time lows. And, of course, people still don’t trust advertising.
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making.
Price is about perceptions. It is also about reality. Which is to say that price involves both perceptions of value and the reality of affordability. The former is competition, expectations, benchmarks and benefits. The latter is what’s actually in the wallet. Value comes into play only when affordability is no barrier.
In 2013, at the annual Consumer Electronics Show in Las Vegas, T-Mobile CEO John Legere confidently stepped onto the stage, prepared to place a bet. But this was no ordinary Vegas gamble. It was a high-stakes wager on the future of his company—this was a Big Bet.
