“Finally, Brand Activism!” – Philip Kotler and Christian Sarkar

January 9, 2017 Christian Sarkar

Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re is better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. But positioning is no longer enough in our highly competitive markets. Just consider marketing to millennials, one of […]

Read more...

Previous Article
“Getting Started With Jobs-to-be-Done Theory” – Anthony Ulwick

Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) ...

Next Article
“Law of Small Numbers Redux” – Mark Blessington & Karl Hellman

In their famous article that contributed a great deal to an eventual Nobel Prize in Economics, Amos Tversky...