The emergency-use authorizations of COVID-19 vaccines are priming consumers for vaccine brand differentiation and presenting a novel marketing situation that tasks marketers with challenging master brand decisions.
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A focus on short-term gains can lose sight of the long-term goal
Originally published in Advertising Express magazine Who are the pioneers of ingredient branding? When did it start getting used? Intel receives much of the credit for making “ingredient branding” known across the C-suite with the success of its Intel Inside campaign; whereas, several brands pioneered the concept before them. Consistently, the pioneers were high tech, […]