The Bull who withstood the Monster

In the CEO Afterlife

In my blog of last week, entitled A Monster of an Idea , I gave kudos to the Monster Beverage Corporation for becoming a ridiculously -profitable, high-growth $2 billion dollar enterprise despite ignoring the Holy Grail of marketing commandments. Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches.

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Build Your Brand as a Relationship

Harvard Business

We can still see the “brand as object” model in the American Marketing Association’s definition : “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Al Ries and Jack Trout capture the essence of this model in their classic book Positioning: The Battle for Your Mind. Brand innovators tend to create different kinds of relationships.

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Trust – the key to success

Lead on Purpose

Without trust, you get nowhere.&# – Jack Trout “Everything in marketing points to the reality that the profitable companies are those that have earned the confidence of their public.

19 Key Leadership Competencies & Behaviors from 29 Top Experts

Miles Anthony Smith

Donald Cooper ( Business Speaker & Coach ) One of the challenges that I see with my Biz Coaching clients in over 40 industries around the world is that they over-complicate the simple stuff, often in order to avoid making a decision, and they over-simplify complex stuff to avoid digging into the real basic causes for their market-related, operational and management challenges.

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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. Unlike interruptive marketing, people choose to visit and pay to experience a brand home. The New Tools of Marketing. Marketing Branding Customers Article

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