Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning was the name of the game in brand marketing. But positioning is no longer enough in our highly competitive markets. Just consider marketing to millennials, one of today’s … Continue reading “Finally, Brand Activism!” – Philip Kotler and Christian Sarkar