Marketing & Advertising

Marketing & Advertising

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For new entrants to stand a chance, they can’t just be better, they must be nine times better. Why such a high bar? Because old habits die hard and new products or services need to offer dramatic improvements to shake users out of old routines.

Nir Eyal
Nir Eyal

Author of books on technology, psychology and business whose writings appear in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.

  • Entrepreneurship
  • Marketing & Advertising
  • Innovation & Adaptation
  • Novelty
  • Product Design
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Focus on benefits, not features! Benefits sell, features don’t. Benefits also help build stories, which customers can relate to. People are wired to see their lives as a narrative, a story to share with others.

Wizards of UX
Wizards of UX

This quote is hard to attribute to one particular person as it is a generally accepted piece of advice repeated by many. It is part of the collective wisdom of Wizards of UX!

  • Design & Arts
  • Marketing & Advertising
  • Product Design
  • Storytelling
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Price is only relevant if customers can’t distinguish your product from competing alternatives. A unique, useful product doesn’t need to compete on price.

Scott A. Dennison
Scott A. Dennison

American author, business consultant and the nation’s #1 lead generation expert for the roofing industry.

  • Entrepreneurship
  • Marketing & Advertising
  • Pricing
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Smuckers
  • Marketing & Advertising
If your name is bad, change the name or make fun of it

If your name is bad, change the name or make fun of it.

“With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.

Source: The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Branding
  • Product Naming
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  • Marketing & Advertising
Fad is a wave in the ocean, and a trend is the tide

Fad is a wave in the ocean, while a trend is the tide

A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good.

Source: The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Future Trends
  • Strategy & Planning
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  • Marketing & Advertising
Jonah Berger – Evolution video, a clever Trojan Horse for Dove products

Evolution video clip, a clever Trojan Horse for Dove products

The famous “Evolution” video cost only a little over one hundred thousand dollars to make, and got more than 16 million views. It netted Dove hundreds of millions of dollars in exposure. The clip won numerous industry awards and more than tripled the website traffic the company received from Dove’s 2006 Super Bowl ad.

Source: Contagious: Why Things Catch On (Book) by Jonah Berger

  • Content Creation
  • Storytelling
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