Posts tagged INSIGHTS
“The essence of strategy is …

… that you must set limits on what you’re trying to accomplish.”  --Michael Porter

Few products are introduced that revolutionize markets. Most often, products are introduced with only marginal differences from competitors. Many marketers focus on trying to win over the same customers who are already using a competitive brand by convincing them their product is “better.” In many cases, these marketers spend a great deal of time and money making the case for why consumers need to change…

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Strong Emotions Help Build Powerful Brands, in the Consumer and Political Worlds Alike
By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but Nike designs footwear that resonates deeply on an emotional level with consumers, with thoughts of Michael Jordan and game-winning jump shots, and with pleasure taken in dressing for a lifestyle defined by physical activity.
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