In the last decade, the game was about Differentiation; find a point of differentiation for your product or service and then assign your marketing budget to the creative agency to go long on advertising that unique quality to your target audience. Sony Ericsson and Motorola focused on music. Nokia focused on messaging and communication. And [...]
influencers
The above slide is a quote from Peter Van Stolk on the Big Soda marketing model built on Pipelines rather than Platforms for engaging youth. The rules say that creating a great brand for youth is about creating the big idea – the drumming monkey, the gopher or the flashmob. That’s the unquestionable rule. Big [...]
