Bruce Springsteen

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating customers for life. Combining her passion of adventurous listening and working across diverse industries, her "outsider-insider" creative branding and merchandising expertise and objectivity has been valued by companies as diverse as Spanx, Ben & Jerry's, Celestial Seasonings, CHEFS and Boston Proper.  She holds an MBA and has dedicated more than 20 years to providing clients both domestic and international with innovative approaches to branding, product development and creative messaging. She is the author of  two books in which she shares her hands-on approach for both brand building and creating customer-centric products that enhance brands: ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. You may reach her at asyverson@ierpartners.com.

The law of supply and demand: the only thing many people remember from Economics 101. When demand goes up, prices increase. When demand goes down, prices decrease.

I've found that companies spend quite a bit of time on the techy-ness of their brands, but not so much on the high touch-ness of their offerings. How much human touch is part of your current brand experience?

In 1931—in the middle of the Great Depression—New York Yankees slugger, Babe Ruth, demanded a salary of $80,000. When Yankee management pointed out that this was more money than Herbert Hoover, the President of the United States, was making ($75,000), Ruth retorted, “I had a better year than he did.” In my opinion, great athletes deserve great paychecks for two reasons: (1) They fill stadiums and produce giant TV ratings, and (2) Their peak earning power lasts only a few years. I was never really aware of British-born European football (soccer) player David Beckham until last week, even though he’s the most recognized sports

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