Q: For the last few years, our focus has been on discounting and coupons. We’re concerned about what this approach does to our brand message as well as our bottom line so we’d like to explore alternatives as we plan for 2013. Where do we start? What are our best options for the near term?
A: Frequent discounting can have adverse effects on your brand equity, unless your brand is to be a dis- counter. A strong brand should minimize the need for discounting, and actually....