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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Ries & Trout Were Wrong: Brand Extensions Work

Harvard Business Review

I am deeply indebted to Al Ries and Jack Trout for advancing branding with their classic book, Positioning: The Battle for Your Mind , in which they introduce the concept of positioning, defined as the brand perception residing in a person's mind. In a subsequent 1993 book, The 22 Immutable Laws of Marketing , they doubled down on their anti-extension advice saying "a line extension ultimate leads to oblivion" and warning that to be successful you have to narrow a brand's focus.

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A Monster of an Idea

In the CEO Afterlife

Even though I am far removed from the energy drink target market, I’m a little embarrassed to admit my ignorance of the category and what makes it tick. The result is a brand that has achieved cult status by actually positioning itself as the anti-cult to the market leader, Red Bull. But in this case, the second mouse got a good bite of the cheese – the #2 position in an exploding market. Controlling your own distribution is a no-brainer to most astute marketers.

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Is simplicity still an important theme?


By admin Simplicity is still an vital theme as we look around we still see marketers touting “simple” as a theme. Home ELS Home Leadership Development Executive Leadership Training Change Management Learning Products Employee Selection Contact us Mar 02 Is simplicity still an important theme?

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Marketing Needs a New Metaphor

Harvard Business Review

Staring at this mash up of Mardi Gras and the bar scene from the first Star Wars movie, I realized my traditional marketing background had left me feeling unarmed behind enemy lines. The four P's of marketing felt like collateral damage, but maybe war was the wrong lens through which to view this new world. Nilofer Merchant recently declared marketing dead. Certainly, I was in the primordial soup of co-creation while at PAX, but was I witnessing the death of marketing?

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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. Marketers have an opportunity to redefine brand roles in every industry.

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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.

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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