In a busy world of brands, differentiation is generally thought to be a good thing – so goes the title of this blog. But differentiation in the North American auto industry has brought about a sort of cannibalistic competition among brands owned by the same manufacturer. Take Ford’s Mercury brand as an example. [...]

As the recession continues to bite down on consumer spending and confidence, companies in all markets are searching for ways to reduce costs. As budgets are squeezed, marketers must find innovative ways to minimize the fluff and maximize the value presented by their brands and products. Even in a recession, consumers will pay [...]