Brand Stewardship

What's that old saw?  "Charity begins at home."  I'm beginning to fully understand that the same could be said for stewardship, or championing, goals and ideals. For instance, let's say one of your goals, as marketing manager, is to identify short and long term strategies for developing consumer affinity and ultimately loyalty.  Now that is a one-sentence goal, but it sure does have heavy implications.  Consumers are inhereintly fickle and the economic and political climate is so unstable...

We all know at least one of those people.  Their jeans are 5-pocket and high waisted, their shirts pale yellow with periwinkle flowers.  They're wearing too much make-up, smell of Aqua Net, and their tightly permed hair that's in need of a root job is pulled severely back into a banana clip, making that distinct dinosaur-like ridge at the back of their head.  Their purse is some patchwork-faux leather thing, with a worn patch with the Salem 100's sit in their comfy inner pocket.  Their...