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Lessons in over-promotion: the Bed Bath and Beyond Story

One of my marketing professors at Yale SOM defined brand as a willingness to pay more for what otherwise might be a commodity. And when you don’t even have your own brand name products, wanton discounting has risk. Only Amazon and Walmart have managed to pull it off at scale. Dollar General perhaps as well.

But BBB as we affectionately called it trained consumers to only shop with heavy discounts. Much worse than the auto industry training certain brand shoppers to expect rebates (before the shortage). Midjourney hates using copy in renderings, so added my own sign above LOL.

Best comedic NSFW take on the bankruptcy is the Daily Show. (link leads to the BBB story)


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