If only they would believe everything we say. How easy selling would be. After years of being conditioned to believe that marketers are liars (and sales people are worse), we as consumers have evolved into a very skeptical breed. Sadly, our skepticism is often validated and reinforced by real-word experience in the marketplace. So what [...]
differentiation
A professional marketer recently suggested that the marketing principles I’ve been addressing related to overt benefit, dramatic difference, and real reasons to believe are outdated… they no longer apply since the dawn of category competition. The example that she cited was that of GM, Ford, and Chrysler perfecting these principles only to converge on a [...]
