Sublime
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The more products, the more markets, the more alliances a company makes, the less money it makes. “Full-speed ahead in all directions” seems to be the call from the corporate bridge. When will companies learn that line extension ultimately leads to oblivion?
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
Brand building is boring work. What works best is absolute consistency over an extended period of time.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
Positioning is a revolutionary idea precisely because it cuts across the other four Ps.
Jack Trout • Positioning: The Battle for Your Mind
If you didn’t get into the prospect’s mind first, don’t give up hope. Find a new category you can be first in. It’s not as difficult as you might think.
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
If you’re not a leader, then your word has to have a narrow focus. Even more important, however, your word has to be “available” in your category. No one else can have a lock on it. You don’t have to be a linguistic genius to find a winner. Prego went against leader Ragu in the spaghetti sauce market and captured a 27 percent share with an idea bor
... See moreAl Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Well, the good old advertising days are gone forever and so are the words. Today you find comparatives, not superlatives.