Memorable marketing copy sticks in your mind for 3 reasons. Learn how to make your marketing unforgettable by applying these rules.
Your real competitors aren’t external. They’re internal. You’re competing with inertia and time. We all face the forces of inertia and time, and they are dogged, ferocious competitors. I find it strange to describe “inertia” and “time” as competitors, but they’re two...
A rallying cry pulls your brand together. It acts as a beacon to your team on how to behave and how to grow the brand. Your rallying cry will draw the right talent and customers to your brand.
Great brands stand out by being the same but different. That tension makes your brand interesting yet credible. Differentiate your brand at the edges.
The most successful companies make their brands very simple. The brand is clear, deliberate, and serves a need. This simplicity makes the brand stand out in a noisy market.
Apple Music is losing the war to Spotify, because Apple forgot that success comes from challenging convention not challenging competitors. Spotify is the category leader in paid streaming music, and Apple Music is just an also ran service.
A prior failure doesn’t mean the idea lacks merit. Timing is everything. Don’t let a prior failure hold you back from dusting off and trying the strategy again.
The Apple logo is one of the most iconic logos, but a recent study found only 1 out of 85 correctly recalled the Apple logo. Your brand identity may not be as important as you think.
What would happen if you failed? If the risks aren’t high, you’re not pushing far enough. Build your brand with big, transformative goals. Bet the company to build the brand.
Apple has a sticky brand because they redefine categories, not launch products. Other companies launch innovative products, but Apple stands heads and shoulders above their peers by continually redefining categories. Apple Pay and Apple Watch redefine the mobile payments and wearables categories.
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