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Advertising is like a good joke. The best jokes don’t communicate, they just take advantage of what’s already in the mind. The best advertising does the same. Once built, a brand needs advertising to stay alive. The law of advertising. The “mine forever” myth.

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Advertising is like a good joke l.jpg
Advertising is like a good joke.

  • The best jokes don’t communicate,they just take advantage of what’salready in the mind.

  • The best advertising does the same.


Once built a brand needs advertising to stay alive l.jpg
Once built, a brand needsadvertising to stay alive.

The law of advertising.


The mine forever myth l.jpg
The “mine forever” myth.

  • Once my brand is established,its market share is mine forever.

  • So let’s spend our ad dollars online extensions, new flavors,new market segments.







A brand should strive to own a word in the mind of the consumer l.jpg
A brand should striveto own a word inthe mind of theconsumer.

The law of the word.


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Why sacrifice business?

Focus

Rest ofthe market



Case histories l.jpg
Case histories.

  • Nokia.

  • Volvo.

  • Premier Auto Group.

  • Honda.

  • General Motors.

  • Saab.


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Zara, a unique concept.

The Wall Street Journal, May 18, 2001.


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Case histories.

  • Prego vs. Ragu.

  • Altoids.

  • The Body Shop.

  • Movado.

  • Zippo.


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The best B-schools of 2004.

  • Northwestern . . . marketing.

  • Chicago . . . quantitative analysis.

  • Pennsylvania . . . finance.

  • Stanford . . . high technology.

  • Harvard . . . management.


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Case histories.

  • Marlboro.

  • Curves.

  • United Jersey.

  • Act.

  • AARP.

  • American Heart Association.


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Leaders own their category.

  • When you think of tires,you think of Goodyear.

  • When you think of cola,you think of Coca-Cola.

  • When you think of rental cars,you think of Hertz.

  • When you think of mainframes,you think of IBM.


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Management consultants.

  • Peter Drucker, management.

  • Tom Peters, excellence.

  • Michael Hammer, re-engineering.

  • Michael Porter, strategy.

  • Philip Crosby, quality.


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Movie stars.

  • John Wayne, a man’s man.

  • Marilyn Monroe, sexy woman.

  • Julia Roberts, pretty woman.

  • Tom Cruise, action hero.

  • Billy Joel, piano man.

  • Arnold Schwarzenegger, tough guy.


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Case histories.

  • Missouri.

  • Guatemala.

  • Kenya.

  • Gallapagos.

  • India.


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