October 15, 2015: Sometimes a business product or service can be purchased without much consideration. Often, what’s bought are simple or inexpensive consumables, interchangeable in the mind of the buyer with other products or services in the same category. Business strategists recognize interchangeability as the death knell for a company.
Conversely, being memorable and useful are characteristics of a brand full of promise.
Maybe an emergency situation made the rash purchase of a new department printer – whatever was on sale – necessary. Or an uninformed new intern got his hands on a corporate credit card everyone had forgotten about. Instead of the usual IT requisition, the newbie scored a souped-up monster machine.