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In recent years, consumers exhibit an unprecedented readiness to try new brands and a preference for brand-variety over brand-loyalty, endangering brand survivability. To cope, marketers now need a supplemental tool to that of the familiar Long-Term Brand (LTB): the methodical creation and management of profitable Short-Term Brands (STB). This article defines and describes the concept. A free e-book expanding on this article and providing guidelines for managing Short-Term Brands also features.
Contributor: Dan Herman
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