Brand Equity
Brand equity used to live in memory. Could a customer recall your name? Today it also lives in machines. When a buyer asks ChatGPT or Perplexity who you are, when a search engine assembles an answer without a single click, when an AI agent shortlists vendors on someone's behalf, your brand is either present, credible, and accurately described, or it doesn't exist. From the pioneer of News Marketing comes a practical guide to building the brand asset that compounds: the accumulated trust, recognition, and preference that lives in other people's heads, and now in AI systems, about your business.
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The Premium Paradox: Why the Same Pill Costs Twice as Much
Walk into a drugstore and look at the pain relievers. One bottle says Advil. Next to it is a store-brand bottle of ibuprofen. Same active ingredient. Same dosage. Same basic job. But the Advil costs more. And millions of people willingly pay the difference. Why? That difference is one of the simplest ways to understand brand equity.