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Daily Archives: January 5, 2015


Underdog Marketing: Competing Against the Big Guys

Exceptional customer service enables an underdog franchise brand to use public opinion to boost the perceived value of its merchandise. By Sherri Fishman, CFE     Throughout history there has always been an underdog. From the biblical story of David and Goliath to competition between


Managing Risks For International Franchises

Overseas expansion can be very profitable, but careful consideration is required. By Andres Franzetti Today, roughly 95 percent of the world’s potential consumer population resides outside the United States. This substantial and largely untapped market is eager for consumer goods. International expansion has clearly become


Marketing Tips for Winning With Millennials

Brands that create authentic, meaningful and unique interactions and experiences will have better odds of sustained success with millennials. By Jeff Fromm     What’s a top marketing priority for today’s retail franchising professionals? Millennials. Millennials account for more than 21 percent of consumer discretionary