Abhilash Rao
@abhilash
Abhilash Rao
the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
These benefits might not directly translate into revenue, but over time, in aggregate, they can have a huge indirect impact on revenue. They can:
Strengthen domain authority and the search performance of every other page on the website.
Boost brand awareness, and encourage serendipitous interactions that land your brand in front of the right person... See more
Strengthen domain authority and the search performance of every other page on the website.
Boost brand awareness, and encourage serendipitous interactions that land your brand in front of the right person... See more
Ferrari's allure isn't just about speed; it's a narrative of exclusivity, heritage, and an unwavering commitment to the art of driving. The Prancing Horse emblem is more than a brand; it's a symbol of Italian craftsmanship and a lineage of racing dominance that began with Enzo Ferrari's vision in 1929. "We sell dreams, we sell engines, we sell... See more
Faster Than Normal™ • Estee Lauder, domain dependence, & moats
Brand
One potential antidote you present to conflating one’s identity with the work they do is what you refer to as “diversifying your meaning-making portfolio.” I think most people feel that they could be devoting more time to their hobbies and communities (and anything else outside of paid employment
“ACT” with Peace As leaders have privately shared their worries, frustrations, and moments of doubt, I’ve created an easy acronym as a reminder for the ways you can access more peace and satisfaction. “ACT” stands for the following: A = ACCEPT THE MOMENT: Take constructive and effective action for what’s within your control. C = BE CONTENT IN THE
... See moreAmy Jen Su • The Leader You Want to Be
When problems are really tough, we need to get drawing. We draw to see what we think, in order to evaluate those ideas.
Christina Wodtke • Pencil Me In
Find the people you consider true practitioners, and study their work.
Watch and learn. Learning from the greats can be done from a distance and may not include a memorable anecdote or pithy saying. Ho’s biggest lessons came from observing the habits of practitioners like Rock and Lucas, not via a structured mentorship or dramatic episode. It’s by... See more
Watch and learn. Learning from the greats can be done from a distance and may not include a memorable anecdote or pithy saying. Ho’s biggest lessons came from observing the habits of practitioners like Rock and Lucas, not via a structured mentorship or dramatic episode. It’s by... See more
A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve. Positioning on the basis of the current state of the market is not forward looking enough, but at the same time, the positioning cannot be so removed from reality that it is essentially unobtainable.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
Marketing Playbook Series
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