HBR: Marketing Malpractice – The Cause and the Cure

Fundamental Unit of Analysis
The job
Purpose Brand
the brand of a product that is tightly associated with the job for which it is meant to be hired
Cannot build brands, but it can inform people about an existing brands ability to perform a job well
Extending Brand without Eroding Value (2 ways)
1. Develop different products for same job
2. Create products for new jobs and become an endorser brand