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Overall, the value of the marketing department seems on the wane and many CEOs have focused on cost-cutting because they no longer believe dramatic top-line revenue growth is possible.
In the US, brands like Campbell's, Kodak, K-Mart, Polaroid, Oldsmobile and Levi's were once standard-bearers for the power of brands. Now all are very ill or, as is the case with Oldsmobile, dead; Levi's has experienced breathtakingly precipitous declines over the last seven years. What does it say about our ability to manage brands when such an incredibly strong one can fall so far so fast?
Differentiation crisis
In 2000, two research companies in the US teamed up to do a study of how well brands were differentiated in a diverse set of categories [1]...
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