BrandQuote – December 14

Derrick DayeDecember 14, 20081 min

"The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, 'I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.'"

                            – Jack Trout/Mark Twain

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One comment

  • Gabriel Rossi

    December 14, 2008 at 5:34 pm

    I couldn’t agree more. What destroys a brand is constant change…

    It’s just impossible to fix a simple and differentiated promise inside the prospect’s mind if you don’t stand for anything coherently.

    BMW, for example, has become the world’s largest-selling brand of luxury car by focusing on “driving.” Their advertising theme, “The ultimate driving machine,” was introduced in 1975 and they haven’t changed it since.

    Great article.

    Gabriel Rossi- Brazil

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