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Posts Tagged ‘Marketing’

17. Act as essential. Unless you write the plans of their competitors, you can not predict the future.

For more analysis, evaluations and so on, we’ll never know how competitors will act, so even is important not to use the same strategies. The surprise factor can be catastrophic. Out there trying to copy their work and they change radically, then made a poor showing as trademarks. Competition can act as you like and that we’ll never know for sure.

18. Law of Success. The success usually precedes the arrogance, and arrogance to failure.

Many marks of success because they become arrogant, this leads to failure, which is called “he fumes rose.” Not to be (or think we are) successful and we are complete. The brand, company and world need to be changed and adapted, so you must always follow the race.

19. Law of failure. The failure must be expected and accepted.

All brand or company at risk of failure, either a simple action such as company or brand in general. That’s life, so are the products and so we must be prepared and accept our failures.

20. Law hype. Often the situation is different as published in the press. Read the rest of this entry »

11. Law perspective. The effects of marketing are visible in the long term.

The law says it all, the marketing helps to see long-term effects, you can not do a marketing and now we want to see another day, but in the long term effects tend to be based on objectives . PATIENCE

12. Law of line extension. There is an irresistible pressure to extend the value of the brand.

The idea is not to leverage several products under the same or put the same name. It happens that people have a good product, good brand and want to extend the line to new products.

Coca eg in the form although small mark on all its lines, has a name such as Fanta, Dasani, etc, etc, etc. It is not Coca Orange, Coca Water, etc, etc, etc.

Do you understand? Not extend the line. Besides running the risk that if your brand ends with a problematic product, ALL brand image is harmed. If Fanta dies, poor Fanta, Coca-Cola Coca-Cola … but not greatly impaired the image. OK?

13. Law of sacrifice. Must necessarily give one thing to get another. Read the rest of this entry »

6. Law of exclusivity. Two companies can not own the same word in the minds of customers.

No brand can have the same concept as another brand, if this happens one of 2 made a mistake. The first had no clear concept and is not responsible for protecting or leave in the mind of the consumer, the second copy that concept and ran the risk of being wrong stop running that risk as being comparable only with the other.

7. Law of the ladder. The strategy to be used depends directly on the rung on the ladder deal.

The brand strategies are and are based on the step as they are inside the mind of the consumer. An example comes to my mind the case of an AVIS car company who were in second place in sales, then created the following slogan:

“AVIS, because we’re second, we try harder”

A clear message that shows how from second place a company can create an excellent communication strategy in a simple and ingenious.

8. Law of duality. In the long run, every market becomes a race of two participants. Read the rest of this entry »

1. Act of leadership. It is better to be first to be the best.

To understand this law is always used the following example:

Who was the first man on the moon? And the second? And the third?

Sure most people recognize that Armstrong was the first, but now comes the second part of the exercise.

Who was better astronaut?

No matter, because the first was Armstrong and that remains etched in the minds of people. So a brand but not necessarily be the best you can get it going first is well positioned … I do not mean it is consumed. I almost do not drink Coca-Cola but it is the first brand of cola soft drink that comes to mind.

2. Law category. If you can not be the first in a category, create a new order in which it can be.

7UP was ranked 11 in sales numbers, desperate to reach higher had the idea of ceasing to be a more gas and created the next category. “The first drink 7UP crystal no tail.” With this simple example, jumped from 11 to 3 sales, creating a new category, that of crystalline non cola beverages. Read the rest of this entry »