Sublime

Building up category buyers’ positive sentiment towards the brand, also known as share of heart, is often treated as the hallmark of marketing success.

Which brand memories are useful for buyers?

As Bill Bernback, cofounder of the advertising agency DDB, put it, “You don’t persuade people through intellect. You do it through their passions.”

to author and entrepreneur Seth Godin, back catalog books are responsible for 90% of the publishing industry’s profits while requiring only 2% of its marketing budget.[5] As such, it’s worth intentionally designing your book to get there. Beyond creating something DEEP

They never enter small categories unless they expect them to grow, and they set out to dominate every category they enter. By building huge volume, they achieve lower manufacturing costs than their competitors, and this gives them higher profit margins, or permits them to sell at a lower price. They often enter more than one brand in a category, an

If you want to be successful, you have to reduce your product line, not expand it.

In positioning a product, there’s no substitute for getting there first.

Brands grow through getting more category buyers to be brand buyers in any time period. This means the leading indicators for growth are likely to lie within the memories of any brand’s very light/non-buyers.

reduce search friction and improve user experience for every customer.