Archive for May, 2008
10 commandments for Transforming Brands in a Consumer Democracy
31 May 2008Notes from Citizen Brand by Marc Gobe
01. Evolve from consumers to people : Consumers buy. People live.
02. Evolve from honesty to trust : Honesty is expected. Trust is engaging and intimate.
03. Evolve from product to experience : Products fulfill needs. Experiences fulfill desires.
04. Evolve from quality to preference : Quality for the right price is [...]
The Five Go-to-Market Plays
30 May 2008Notes from The Marketing Playbook by John Zagula
01. Drag Race : single out one competitor and racing all out to win against them.
02. Platform : Defend a secured lead in your category via allies and defenses.
03. Stealth : undermine the status quo in your market by whittling away at the incumbent’s weak points.
04. Best-of-Both : [...]
The Four-step Strategy to Ignite Customer Evangelists and Keep Them for Life
30 May 2008Notes from Pyro Marketing by Greg Stielstra
01. Promote to the people most likely to buy.
02. Give them an experience with your product or service.
03. Help them tell others.
04. Keep a record of who they are.
PyroMarketing: The Four-Step Strategy to Ignite Customer Evangelists and Keep Them for Life
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