Losing the edge when failing to brand

Stop branding and lose the edge in the marketplace. Moreover, beyond branding, we need Superbranding if we are to stay the market.

The savvy professional marketer has many theories to draw from in hopes of reducing the risk of failure when launching or sustaining a brand. The academe offers graduate courses that teach how to avoid failure or, at the very least, reduce risk in marketing products and services. Theories, however, do not guarantee success in the real world, which is fraught with unique problems. If that were not the case, professors would all be successful in business, with little time to teach.