Abhilash Rao

Narrowness. To clear the high hurdle of Power, Branding in the context of Power Dynamics is a much more restricted concept than in marketing. For example, even if “brand recognition” is very high, there may not be Branding Power. In instances like this, it could actually be Scale Economies creating heightened brand awareness. For example, Coca Cola

PERCEPTUAL MAPS For choosing specific benefits as POPs and PODs to position a brand, perceptual maps may be useful. Perceptual maps are visual representations of consumer perceptions and preferences. They provide quantitative pictures of market situations and the way consumers view different products, services, and brands along various dimensions.

Often a good positioning will have several PODs and POPs. Of those, often two or three really define the competitive battlefield and should be analyzed and developed carefully. A good positioning should also follow the “90–10” rule and be highly applicable to 90 percent (or at least 80 percent) of the products in the brand.

The midlife-crisis phenomenon has taken on almost mythic proportions in the American psyche over the past century. The term was first coined by the Canadian psychoanalyst Elliott Jaques, who noticed a pattern in the lives of “great men” in history: Many of them lost productivity—and even died—in their mid-to-late-30s, which was midlife in past

even after all the obvious levels of skill and craft (chi) have been mastered, the Yu still depends on the discovery of new challenges (the “complicated place” or “difficulties” in the above quotation), and on the development of new skills ... In other words, the mystical heights of the Yu are not attained by some superhuman quantum jump, but

There’s a cognitive bias that is coming into play when we do this. It’s called the curse of knowledge.55 Once we know something (like we do in this situation, we have a wealth of discovery work that supports our point of view), it’s hard for us to remember what it was like not to have that knowledge. In fact, our conclusions—our roadmaps, our