Sublime
An inspiration engine for ideas
Ogilvy called it “the Big Idea.” The concept was that every great promotion has, at its core, a single, powerful idea.
John Forde • Great Leads: The Six Easiest Ways to Start Any Sales Message
Differentiation, the art of standing out from the competition, is not front-page news. What IS front-page news, in a world of extreme clutter, is that you need more than differentiation. You need RADICAL differentiation. The new rule: When everybody zigs, zag.
Neumeier Marty • ZAG: The #1 Strategy of High-Performance Brands
Here is a short list of “killer” promotions to get you started.
Bond Halbert • The Boron Letters
Packy McCormick • Shopify and the Hard Thing About Easy Things
The essence of a good positioning strategy is that it transcends every aspect of a company. You know you have a winner when you run it up the corporate flagpole and everybody salutes.
Jack Trout • Positioning: The Battle for Your Mind
Customers don’t really care about new brands, they care about new categories. They don’t care about Domino’s; they care about whether or not their pizza will arrive in thirty minutes. They don’t care about Callaway; they care about whether or not an oversize driver will cut strokes off their golf scores. They don’t care about Prince; they care abou
... See moreAl Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
What does all this mean for a CEO, founder, or category creator of any kind? Your number one job is to change the way people think.