Why did Delta, Northwest, US Airways and United Airlines go bankrupt? Why were C2 and Pepsi Edge such notable failures? One answer might be “divergence.” Over time, every category breaks up into multiple categories, creating chaos for companies that try to keep their brands in the mainstream of the market.
A Hilton senior vice president for brand management and marketing was recently asked by a reporter, ‘So what is a Hilton?’
While no one has the real number, it has been estimated that management consulting has a global market of more than $50 billion. Consultants are drawn to money like bees to honey.
Freedom? Winthrop? New Prospera? What should we call it?
The Globe and Mail newspaper in Toronto called it “a marketing stunt that takes branding to a new extreme.” What’s the news? Humans have now been branded.
