Whenever I travel around the world, I’m often asked the same question: “What are your favorite books?” Well, I’m going to let you in on a secret. The best book that I have ever read on marketing is one that was written 100 years ago, in 1916.
Get a dictionary and look up the word media. It will contain several different definitions, but this is the meaning that, as a marketer, you will probably be most comfortable with – media, n. : The main means of mass communication, esp. newspapers, radio, and television, regarded collectively.
To achieve brand insistence the consumer must trust your brand and feel an emotional connection to it. People become emotionally connected to a brand for a number of reasons:
“Creative people often resist positioning thinking because they believe it restricts their creativity. And it does. But creativity isn’t the objective in the ’70s. Even “communications” itself isn’t the objective.
Can you name the iconic luxury brand that began life as an urban legend and only later became a reality?
