This lies at the heart of retail failure

In every retail failure, there is a failure of marketing, if we understand that marketing is not what some shysters want us to believe. Many believe that marketing is about branding, and branding is about this. The truth is more mundane: a brand is created by demand. Not the other way ‘round. Marketing is merely about identifying the need, then finding a path to that need. That is putting it very simply. And it is not very contentious. The problem emerges when marketing loses sight of tha

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