In the cemetery of failed launches ar thousands of intersection points wish well Xerox computers, IBM copiers, Tanqueray vodka, Listerine toothpaste, Coca-Cola clothes, etc. These products didnt fail in the securities indus screenplace, they failed in the mind. They tried to stand for something that didnt fit the prospects sciences around the brands.
Mind first, market second. You cant short-circuit the parade by taking a good product to market to demonstrate its superior performance and then, in the process, changing perceptions in the mind.
I have been in more meetings than I can count where a CEO or a CMO has said, Here is our product which out-performs our competition. Now its your job to communicate that superiority to prospects.
leave alone reality. For impart product superiority. Marketing is a game of perceptions. The perception is the reality. Start with the mind of the prospect and figure out a way to deal with those perceptions, even if those perceptions are negative.
Avis is No. 2 in rent-a-cars.
So why go with us? We try harder.
The taste you hate, twice a day. Listerine.
With a name like Smuckers, it has to be good.
Many merchandising people dont have the courage to deal with negative perceptions.
Thats understandable. plainly whats not understandable are the number of marketing people willing to walk away from positive perceptions.
take a leak Pepsi-Cola, for example. What comes to mind when you think of Pepsi? Back in 1963, the brand launched an publicize program that has to be the ultimate cola campaign.
The Pepsi Generation.
This idea took vantage of a key psychological principle. The younger generation...If you want to get a full essay, order it on our website: Ordercustompaper.com
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