2007
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Differentiation
Nov 29
Segmenting the market gets you a differentiated product, but imitators always follow. Three ways to stay distinct: leverage your company’s background, invent a new category, and go where the competition won’t.
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Segmentation
Nov 28
Demographics tell you who buys and geography tells you where. Psychographics tell you why — and that’s how a ski jacket for people who never ski becomes a product nobody else is selling.
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The Perfect Customer
Nov 27
The perfect customer is an unpaid advertising force: the person who sends friends, family and strangers your way for nothing, like the man who has eaten a Big Mac almost every day since 1972. Stop flooding channels and target that customer instead.
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Open for Business
Nov 26
Eliyahu Goldratt says the goal of a company is to make money, but that isn’t its purpose. Purpose is the overarching fifth P of marketing, and answering it first defines the other four.
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Axe by Unilever
Oct 15
Axe doesn’t sell deodorant to the players. It sells to the skinny, awkward guy who wishes he were one. Why psychographics (targeting customers’ unspoken desires) make Axe’s controversial marketing genius.
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How well is your Internet working?
Oct 1
If clients can find you, the Internet is working in your favor — or so most people assume. Search my name and you get loan officers, lawyers and a death row inmate. Here are the free tools I use to fix that.
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Blue Oceans
Jul 12
Saturated markets are red oceans, full of sharks. Reading Kim and Mauborgne’s Blue Ocean Strategy, I see two ways out: the icebreaker strategy for young firms like Icebreaker, and the parallel strategy for incumbents like NTT DoCoMo.