Verse 1:9 in Joshua says the following, “Have I not commanded you? Be strong and courageous. Do not be frightened, and do not be dismayed, for the Lord your God is with you wherever you go” (ESV). As Christians we believe our God is always faithful and keeps his word no matter what, in fact in my heart, I believe when it comes to having a strong brand, none are stronger than my God. When we look at the definition of Marketing management, “the art and science of choosing target markets and getting keeping, and growing customers through creating, delivering, and communicating superior customer value” (Kotler & Keller, 2013) we see the focus is on selling and/or maintaining brand loyalty for your product which is not always an easy thing to do. In order to be effective in marketing management you must have courage, that same courage that God spoke to Joshua about having as the leader of the Israelites. As a new leader (of millions of people), Joshua faced incredible uncertainty, would the people of Israel follow him or would they resist and speak out against him as they did with Moses. Joshua could not allow this uncertainty or fear of failing prevent him from trying, just as with leading a marketing campaign, you must be willing to take risks, react quickly and decisively to challenges or changes in the market. For example, during the start of the recession in 2008 many companies understood that most Americans would no longer have the disposable income that they had had just the previous year. With that understanding many companies shifted their marketing strategies away from selling lavish ideas about an item to a more realistic idea or use for an item. During this period Jarden Corp, the owner of Coleman (camping gear) and Ball (canning jars) saw their sales increase nearly 12 percent from the
