Meaning Over Momentum

Pam Murtaugh

Written before the dot.com stock market bubble burst, this is a plea for branding basics (meaning) rather than quick-fix solutions to marketing problems (momentum).

Meaning Over Momentum

Having real meaning in consumers’ lives, not just momentum in the market, is the strategic source of value-able brands

Pam Murtaugh Murtaugh/Match Associates, Inc

While most of America groaned when the bull stock market first shuddered earlier this year, marketers actually had reason to celebrate. The downturn, however quick, however inconclusive since, created a pause in the headlong rush to stock valuation at all costs. For marketers, and for a number of business journalists, the pause created an opportunity to refocus on the real values that drive a real economy – the foundation of brand franchises...

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