Actual demand does not require a supplier to have "written the book."

Too many marketers mistakenly view incentivized referrals and bribery-induced "loyalty" as necessary to prove their own worth.

A rational case for people to buy? Ha! Emotional compulsion remains the primary trigger to buy.

True, genuine customer loyalty differs from bribery-induced frequent purchasing.

While markets value stability, good brand management requires adaptation.

High long-term value of a brand often requires staying true to its founding vision.

Market perception of pricing depends upon market perception of value.