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AIDA (Awareness–Interest–Desire–Action) or Ehrenberg’s ATR (Awareness–Trial–Repeat).
Jenni Romaniuk • Better Brand Health eBook
F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue & Relationships
amazon.com
Invest like the Best • Unwrapping the Gift
More prototypical attributes get attached to more brands in the category than less prototypical attributes.
Jenni Romaniuk • Better Brand Health eBook
greater brand level discrimination –
Jenni Romaniuk • Better Brand Health eBook
possible for the reader to see, get information on, and place an order for any product or service offered by the retailer.
Arthur Middleton Hughes • Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Brands that double down on personalisation like HelloFresh, The Wall Street Journal, WayFair and Birchbox all have some level of loyalty or repeat visit tendency within their products.
David Mannheim • The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).
Jenni Romaniuk • Better Brand Health eBook
The essential ingredient in securing the leadership position is getting into the mind first. The essential ingredient in keeping that position is reinforcing the original concept. Coca-Cola is the standard by which all others are judged. In contrast, everything else is an imitation of “the real thing.”