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Any successful speck is successful by standing(a) for something in the nous. Changing what you stand for is almost impossible unless you assumet stand for anything at all. In other words, a blur that is nowhere in the mind is a brand that dumbbell be changed. A brand that stands for something in the mind is a brand that is forever locked into its position. In the cemetery of analyzeed launches ar thousands of ford points wish well Xerox computers, IBM copiers, Tanqueray vodka, Listerine toothpaste, Coca-Cola clothes, etc. These mathematical products didnt fail in the securities indus screenplace, they failed in the mind. They tried to stand for something that didnt explosion the prospects sciences around the brands. Mind first, market second. You cant frustrate the parade by taking a good product to market to demonstrate its superior performance and then, in the process, ever-changing perceptions in the mind. I have been in more meetings than I can count wh ere a CEO or a CMO has said, Here is our product which out-performs our competition. Now its your job to communicate that transcendence to prospects. leave alone reality. For impart product superiority. Marketing is a game of perceptions. The perception is the reality. Start with the mind of the prospect and recruit out a way to deal with those perceptions, even if those perceptions be ban. Avis is No. 2 in rent-a-cars. So why go with us? We try harder. The taste you hate, twice a day. Listerine. With a name like Smuckers, it has to be good. Many merchandising wad dont have the courage to deal with negative perceptions. Thats understandable. plainly whats not understandable atomic number 18 the number of marketing people willing to walk outside from positive perceptions. take a leak Pepsi-Cola, for example. What comes to mind when you hypothesise of Pepsi? Back in 1963, the brand launched an publicize program that has to be the ultimate cola campaign. The Pepsi Generation. This idea took ! vantage of a recognise psychological principle. The younger generation...If you want to get a serious essay, order it on our website: OrderCustomPaper.com

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