Sublime
An inspiration engine for ideas
Appeal to a customer segment, find a base of differentiation, and the competition’s advertising will have no effect. Be so amazing that customers naturally prefer you.
Jason Barron • The Visual Mba: Two Years of Business School Packed into One Priceless Book of Pure Awesomeness
These patterns vary predictably with brand size, with bigger brands skewing more to positive and smaller brands skewing more to neutral.
Jenni Romaniuk • Better Brand Health eBook
AIDA (Awareness–Interest–Desire–Action) or Ehrenberg’s ATR (Awareness–Trial–Repeat).
Jenni Romaniuk • Better Brand Health eBook
Patterns for buyer groups
Jenni Romaniuk • Better Brand Health eBook
Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).
Jenni Romaniuk • Better Brand Health eBook
A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
amazon.com
A method for dramatically increasing the recognition, recall, and unsolicited sharing of an idea or expression.
William Lidwell, Kritina Holden, Jill Butler • Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design
- Head to Head: Positioning to win an existing market
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
in a market when buyers tend to subscribe to only one brand, a small brand’s chance of retrieval increases as the category buyer moves through the attribute set.