Names have the power to change the world. They make complex ideas easy to communicate and share. How names like black hole make ideas spread.
Growth is important, but it’s not the only strategy. Think like a judo strategist when attacking a disruptive innovation. Neutralize the competition and use their strengths to win.
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.
Bringing a new idea to market can be extremely frustrating. You see the potential. You see how your solutions will solve problems and aid customers, but they don't act. Buying is habitual. Customers buy what they know, like, and trust. It can take monumental forces to...
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.
Take a page from Apple’s playbook and ask, “What would Apple do?” It’s hard not to admire Apple’s brand. They not only have brand loyalty, they have brand anticipation. Everyone wants to know what Apple will do next. Apply some of Apple’s principles of branding to grow your brand.
Marketers have an annoying habit of converting real functionality into marketing hype. The financial services sector is particularly guilty of this, but First Affiliated is working hard to defend the Multi-Family Office category. Ward off the marketers that are trying to piggyback on your success. Promote the category first and your brand second
Introducing a new concept in an established market can be an uphill battle, especially for mid-market companies like Cardinal Couriers. The service might be amazing, but it takes time to educate your customers and change their behaviors. Paradigm shifts happen one customer at a time.
Conversations are the seeds of brand relationships. Your clients won’t buy from you unless they like you and trust you first. Use your content to start a conversation.
Walter Gretzky coached his son to “Skate where the puck is going, not where it’s been.” The same advice can be used in business. Set your business up to go where your customers are going, not where they’ve been. Let your competitors chase after the obvious. How can you innovate in your industry to find a new niche or category that hasn’t been served before?
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