The Jeopardy in Double Jeopardy

Joel Rubinson and Allan L Baldinger

This paper adds to the spirited and public discussion in 1996/7 on a variety of topics critical to the strategy of growing the brand.

The Jeopardy in Double Jeopardy

Joel Rubinson and Allan L Baldinger

Over the past year a spirited and public discussion has begun on a variety of topics critical to the proper strategy of growing the brand (Baldinger and Rubinson, 1996, 1997; Ehrenberg, 1996, 1997; Dyson, Farr and Hollis, 1996,1997). As part of that ongoing dialogue, we would like to set forth our position on the issues of importance to marketers.

The important questions emerging from this dialogue are these:

Can brands be made to grow through smart marketing, or is growth just a random event?

Ehrenberg seems to...

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