In the latest Approach 10×10 piece, principal Marc Shillum argues that branding lies in creating patterns that add up to a complete, rather than a single, monolithic message.
Exactly where he really tends to make his huge error is taking on Cindy Gallop , a strong advocate for females in advertising. I in no way met Cindy, but from what I’ve read I’d say that in about 30 seconds she could wrestle Kevin to the ground and force feed him his underwear.
They dictate your market share, item viability and life span. They’re your stock cost, media buzz and crucial mass. They’re judge, jury, metric, evangelist or critic. They are your clients, your prospects and your influencers. They get in touch with the shots and set the rules. And they alone will choose whether your brand is iconic or generic, relevant or unworthy.
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As it happens, though, an even newer study determined that people do want selection, and a lot of it. The remedy to the problem outlined above is not to limit selection, but order it so it does not become oppressive. In other words, customers like possessing range and they want to be helped to choose – but they do not want to feel that the selection is becoming forced on them.