Sublime

(aspirational).

Review your brand list as if you were a medium-sized competitor brand—would you still use the same list? When the…

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Double Jeopardy – Growth comes mainly through expanding the customer base in any time period, which means that understanding how your brand is present in the memories of very light/non-buyers of your brand is key to growth. 2Brand user profiles hardly differ – A brand’s customer base profile should mimic that of the category, meaning the tracker sa

An ‘All brands’…

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Ask yourself: Why do category buyers build up networks of attributes and brands in their memories?

If someone ticks two brands for good for kids it is impossible to tell if one brand is better than the other brand on this quality.

People will always pay a premium to solve their specific problem. That’s why we choose brands—because they are for us. This is why you absolutely must hammer down the “who” behind your product. If you can speak directly to your target market, you can charge twice the price while creating loyal fans.

“If a market has X number of Google searches every single month, and there are Y number of competitors, and the click prices on Google AdWords are in the reasonable range, then it’s a contender.”