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ThoughtShape of the Week: Jonathan Salem Baskin

by Jeff Molander

“... as retailers try to make up with sale items all the sales they were unable to realize with regular pricing, they’re daring consumers to revalue what they’re buying. The greater the pricing variability, the less qualities of brand have any inherent value. Something that costs less due to the exigencies of sellers can never fully be worth more when it comes to the needs of buyers.

Sales are a chronic affliction for businesses, and a constant reminder to consumers that all the imagined promises of branding don’t necessarily connect to the reality of prices.  This week’s sales aren’t price discounts; they’re proof that efforts to sell stuff the remainder of the year will be attempted at inflated prices.”

Jonathan Salem Baskin
Branding Only Works on Cattle

December 26, 2008


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