Break free of the confines of marketing, and add a human face to your brand. Humanizing your company is an immense competitive advantage. It immediately differentiates your firm from everyone else, because it provides a person who embodies your brand.
A company must seek to win in a particular place in a particular way. If it doesn’t seek to win, it is wasting the time of its people and investors. What is your company striving to achieve?
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?
Politics is a fertile ground for marketing innovation. The stakes are high, there's a lot of money in play and elections happen frequently. This has led to a rich body of persuasion research both in academia and the private sector. To win an election you have to shape...
Every superhero has a nemesis. Batman has the Joker. Spiderman has the Green Goblin. Superman has Lex Luthor. Optimus Prime has Megatron. And the list goes on. A nemesis is a powerful anchor. It differentiates your firm, and makes its purpose tangible. Superman is not...
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