At the risk of dating myself, have you heard the late 70s song Video Killed the Radio Star? I am reminded of it every time I hear proclamations of how the internet or social media has irrevocably changed marketing and sales. “Do you create video datasheets?” a prospective customer asked me in a recent...
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“Wide diversification is only required when investors do not understand what they are doing”, according to a financial wizard we know as Warren Buffet. What Warren Buffet may not realize is that his words hold equally true for a large number of businesses and indeed, marketers. Ask a marketer “Who is your customer?” and...
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Marketing battles are fought in the minds of the customer and not rooted in the realities of the product, according to marketing gurus, Al Ries and Jack Trout. In most industries, the market leader is invariably one that customers instantly associate with a single or simplified concept such as Volvo = safety; Heinz =...
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