Charlotte Ford highlights, "It's very addictive to get into that habit of sales, so that is a really strong indicator that you need to build your brand because if you have a strong brand, customers are willing to pay more for a strong brand." This emphasizes the danger of over-relying on sales incentives rather than fostering brand loyalty.
Ford also mentions, "There are several questions a marketer can ask themselves to know if their brand is ready." She elaborates on key indicators such as reliance on promotions and the slow growth of brand awareness, making clear the necessity of understanding these metrics.
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