Are you working to build in an up economy, or are you fulfilling your own down economy? Either way, you will succeed at your goal. This ad says it all. We create our own reality.
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From the marketing classic Positioning: Battle for Your Mind, authors Al Ries and Jack Trout, challenge that the human mind is an inadequate container. Ries and Trout assert that, under constant bombardment of advertising and marketing, the mind becomes saturated by brands and can only hold a finite number at any one time. According to psychological studies, the maximum number of product brands we can remember for a given category, the brand saturation point for the mind, is seven.
This Week’s B2B Word on the Street is: STRATEGY
I have long considered myself an accomplished marketing strategist, but several years ago I worked on a project that taught me I still had a lot to learn. As a board member of Genesis Shelter, a local non-profit organization, I had the good fortune to be volunteered to the strategic planning committee. One of my fellow board members was a top executive with UPS, and he was able to recruit several of their strategists to our committee. It was a pleasure to watch them in action, and we learned from each other in the process.
Relevant marketing is here, and it works.
Today I was driving back from a business meeting south of Atlanta. My route back to the office happened to take me through one of the most depressed areas of metro Atlanta. Now, what do we know about urban areas of large cities? Well, we can make lots of assumptions, but one thing we know is that there isn’t a whole lot of disposable wealth in these areas. So answer me this: Why would a billboard be placed square in the middle of a low-income area with the message “Donate your boat to charity”?