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Prospects are on the defensive when it comes to brands. This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Now, is Amelia known as the third person to fly the Atlantic Ocean solo, or as the first woman to do so? If you didn’t know that Bert Hinkler was the second person to fly the Atlantic, you might figure you had no chance at all to know the name of the third person. If you can’t be first in a category, set up a new category you can be first in. It’s better to be first than it is to be better 2. The Availability Heuristic biases us into thinking that attention equals quality, but counterintuitively the relationship is reversed in the mass media age because good quality products don’t need manufactured press. My favourite one is #20: The Law of Hype. Once you internalize the lessons here you will start recognizing all the well-meaning but badly executed marketing campaigns out there, and be able to predict which campaigns succeed or fail based on whether the company understands why and how perceptions are formed. ![]() The best description of what “branding” actually is all about.
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