Branding, psychology and why we don’t get Apple

In 1984, Apple launched its Think Different ad. Since then this ad is very much viewed and favorited. However, there seems to be a universal misunderstanding of its message. Let’s start with Branding 101 before trying to understand the message of Apple. Branding and marketing are two different concepts. Branding has one and one objective only. It … Continue reading Branding, psychology and why we don’t get Apple

what physics can teach about marketing

TED talk by Dan Cobley Summary: a=F/m  (Anderson launched Accenture; Hoover is more than vacuum cleaner; why P&G keeps separate brands). Δx Δh ≥ 1/2 (McDonalds sells millions, while mothers talk about healthy life to their kids). You cannot prove a hypothesis through observation, you can only disprove it (scientific method) – BP spent millions … Continue reading what physics can teach about marketing

How companies fail in commonsense marketing

Beware of making five-year projections, unless you're thinking of leaving the company after four years. These words belong to the King of Manhattan, David Ogilvy. Perhaps what he meant is not to go without planning, but plan carefully, adjust consistenly and execute relentlessly, all of it driven by commonsense. Commonsense indicates a certain approach to … Continue reading How companies fail in commonsense marketing

Top 4 treats of failing business models

Many entrepreneurs and businessmen, especially those tech-savvy (co-) founders whose rise is almost as accidental as that of Facebook, do not know or give enough consideration to business model of their businesses.  Small businesses and startups are especially prone to this problem, as they focus on (new) product releases and never pause to assess and review their … Continue reading Top 4 treats of failing business models