By Stan Rosenzweig
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Send me the summons and meet me in court at the appointed date and time. For your offense, my fee will cost you $400. ” I met him in court. I paid him. We won. Subsequently, I thanked my regular attorney for the fine referral and successful conclusion. I don’t remember this traffic attorney’s name, or what he looks like, but he doesn’t need me to so long as my attorney does. To my mind, this attorney is narrowly focused and a positive marketing genius. …………… 58 LESSON EIGHT Advertising Specialties that Work ○ ○ ○ ○ ○ ○ There’s a right way, and a wrong way, to distribute trinkets.
So how is it that every kid and many adults I know prefer Nike brand shoes even before they try them on? Could it be the sweeping logo design? Could it be the Michael Jordan endorsement? Could it be a brand identification that is so strong that Nike forces every other sport shoe off the court? Branding impacts every product and service. How about branding success with drinking water. I’m not talking about flavored water or soda. I mean just plain water. Without it we die and it doesn’t much matter which water we drink to stay alive after a vigorous hike through the desert.
That’s the secret behind hotel room pricing, airline tickets and dinner on …………… 55 SMART MARKETING —— New Year’s Eve. Is everyone else but you pricing this way? Time to get with the program. CONCEPT TWO Do some active brand building. This is the process we’ve talked about in Lesson Five, when Andrew F. Kallfelz, Business Unit Manager at American Power Conversion defined a brand simply as “a collection of associations that mean something to the customer. com, so that’s where I looked to buy one.
Smart Marketing by Stan Rosenzweig