Abhilash Rao
@abhilash
Abhilash Rao
DESIGNING A BRAND MANTRA Unlike brand slogans meant to engage, brand mantras are designed with internal purposes in mind. Although Nike’s internal mantra was “authentic athletic performance,” its external slogan was “Just Do It.” Here are the three key criteria for a brand mantra. Communicate. A good brand mantra should clarify what is unique about
... See moreKevin Lane Keller • Marketing Management, 15/E With Indian Case Study
I often think of the Noah Smith quote: “Fifteen years ago, the internet was an escape from the real world. Now, the real world is an escape from the internet.”
Clicks & Clout: How We Seek Status In the Digital Age
one common challenge in positioning is that many of the benefits that make up points-of-parity and points-of-difference are negatively correlated.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
After the ’98 Masters tournament, Woods was disappointed that he did not repeat his win of the previous year, but he felt good about his top-ten finish: “I squeezed the towel dry this week. I’m very proud of the way I hung in there.” Or after a British Open, where he finished third: “Sometimes you get even more satisfaction out of creating a score
... See moreCarol S. Dweck • Mindset - Updated Edition: Changing The Way You think To Fulfil Your Potential
Duolingo’s growth modelling
When you’re the cheapest, you’re not promising change. You’re promising the same, but cheaper. The race to the bottom is tempting, because nothing is easier to sell than cheaper. It requires no new calculations or deep thinking on the part of your customer. It’s not cultural or emotional. It’s simply cheaper.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
measure creativity using three primary criteria: fluency (the number of ideas we generate), flexibility (how diverse the ideas are), and originality (how novel an idea is).