“The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.” — David Ogilvy Beautiful equations are seductive. Mathematics brings logic and structure to a
In-N-Out Burger requires no introduction for residents of California, Nevada, Arizona, and Utah as well as dedicated fans in other states who often make a special point to visit one of the chain’s 246 locations whenever possible. From its humble origins in 1948 at a tiny location in Baldwin Park, California, In-N-Out reached cult status through its slow growth approach of providing “quality, cleanliness, and service” to customers while maintaining an unusually good relationship with employees and suppliers. However, nothing proves the power of In-N-Out’s brand more clearly than a series of disasters that left the company without good succession plans. Read this article for a review of Stacy Perman’s recent book, In-N-Out Burger.
Branded products often suffer impairments during times of economic stress as consumers search for cheaper alternatives. However, the combination of attractive products and intelligent marketing can sustain brands even in a poor economic climate. Interbrand’s report covering the best global brands of 2010 suggests that the most entrenched brands have retained their position reasonably well while up-and-coming brands managed to make significant advances.