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Perception, Exclusivity ... and Focus
Manage episode 364630467 series 3474630
Contenuto fornito da Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.
What's on Lorraine's mind? Some messed-up advertising campaigns, plus a name change for the Wienermobile. Then Mark and Lorraine dive into one of Trout and Ries' all-time best books, the 22 Immutable Laws of Marketing, and cover three laws they deem most fundamental to positioning strategy: the Law of Perception, the Law of Exclusivity, and the Law of Focus. Learn why marketers risk everything when they violate these laws.
If you dig all things marketing, advertising, and positioning, spend 30-ish with Mark and Lorraine.
Capitoli
1. Intro (00:00:00)
2. Brands Behaving Badly (00:00:30)
3. Hellman's Mayo versus Best Foods Mayo (00:03:06)
4. Wienermobile Gets a New Name (00:05:46)
5. The 22 Immutable Laws of Marketing (00:07:26)
6. The Law of Perception (00:09:29)
7. The Law of Exclusivity (00:16:53)
8. The Law of Focus (00:23:47)
9. Committing to the Position (00:30:35)
10. Outro (00:31:22)
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