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Jack Trout • Positioning: The Battle for Your Mind
Categories are dividing, not combining.
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
The more a product is differentiated along a dimension consumers care about, the higher price premium it can demand.
A. G. Lafley • Playing to Win: How Strategy Really Works
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
(Remember: legendary brands force a choice, not a comparison.)
Eddie Yoon • Snow Leopard
Competition and differentiation.
Geoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
I realized that my clients could be successful as experts
David C. Baker • The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth
When you take the long view of marketing, you find the battle usually winds up as a titanic struggle between two major players—usually the old reliable brand and the upstart.
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
Recognition of this theory played a part in P&G’s decision to simplify its range of Head & Shoulders shampoos from 26 to 15, which resulted in a 10 percent increase in sales, according to Sheena Iyengar.