Marketing Archives

Made to Stick: The 6 Traits of Sticky Ideas

What makes an idea sticky? What are some examples of sticky ideas? What is the secret to making a story or a message “stick”? Sticky ideas are concepts, messages, and stories that “stick” in the public’s consciousness: they are understandable, memorable, and have a lasting impact. One of the most notable examples of sticky ideas are urban legends. Urban legends are easy to understand and remember, people buy into them and share them. Keep reading to learn about the six traits of sticky ideas.

Commander’s Intent: The Key to Effective Messaging

What is Commander’s Intent? How can using the commander’s intent principle help you communicate more effectively? The Army adopted the concept of “Commander’s Intent” in the 1980s. It refers to a concise statement that lays out the goal or intended outcome, allowing people to react to changing circumstances as they pursue a clear goal. You can use this concept to pinpoint the essence of a message that you want to communicate effectively to others. Read more to learn about Commander’s Intent and its application.

The P&G/Gillette Acquisition: A Strategic Fit

P&G Case Study: Strategic Choice Cascade in Practice

Why was the P&G/Gillette acquisition so successful? How did P&G add value to Gillette? The P&G/Gillette acquisition was successful because of the synergy between the companies. Gillette had a reputable product with a strong brand that was growing faster than other alternative products in the market, while P&G had the marketing capital and distribution channels to expand Gillette’s market. P&G was able to add value to Gillette because its core capabilities were perfect for pushing the Gillette brand further in the market. Read more about the lessons on synergy from the P&G/Gillette acquisition.

Powerless Communication: How to Win People Over

What are the benefits of powerless communication? How can being less assertive help you win people over? In his book Give and Take, Adam Grant discusses the benefits of powerless communication. Grant explains that while trying to present or sell an idea, showing some hesitancy, vulnerability, and warmth will cause your audience to trust you and be more receptive. Here is why you should drop your aggressive approach to persuasion and adopt some humility.

An Appeal to Emotion Can Make Your Message Stick

How can you effectively communicate your idea by including an appeal to emotion? How can you get people to care about your message? If you want people to hear your message and do something about it, you have to get them to care. An appeal to emotion—making people feel something—is key to making messages stick. Keep reading to learn effective ways to make an appeal to emotion.

The 3 Simple Steps to Building a Strong Brand

What does building a strong brand entail? Why do you need a strong brand to succeed in your target market? Building a strong brand involves grouping together products that share the same inherent capabilities under one brand, and developing competitive advantages that help that brand stand out in the marketplace. You need a strong brand if you want to distinguish yourself from your competitors. Read on to fully discover the process of building a strong brand.

Emotional Marketing: Why It’s So Effective

What is emotional marketing? How does it work? What types of emotions should you target? Emotional marketing involves appealing to the emotions of customers, specifically targeting strong feelings like anger, anxiety, awe, amusement, and excitement. Triggering these strong emotions will make people want to talk about your product and will therefore increase sales. Learn how emotional marketing works below.

To Mobilize an Idea, Appeal to Self-Interest

What is the key to getting people to onboard with an idea? How do communicate an idea in such a way that gets people to not only listen to it, but act on it? If you want people to hear your idea and act on it, show them how they will benefit. Ultimately, you can use this appeal to self-interest to get them to care about something else. Continue reading to learn how to make your message stick with an appeal to self-interest.

The 5 Company Capabilities That Lead to Success

Creating Company Capabilities That Enable Success

What are company capabilities? How do you build company capabilities? Company capabilities are the resources and competencies a company needs to succeed better than its competitors. You build core business capabilities through customer research, innovation, branding, and an effective product-to-consumer strategy. Read more about how to build company capabilities that are vital for marketplace success.

Scarcity Marketing: How and Why It Works

What is scarcity marketing? Why does the fear of missing out make people want to buy a product? Scarcity marketing is based on the idea that people generally want what they can’t have. If you can make your product seem scarce or difficult to acquire, customers will be more likely to want it. In this way, scarcity marketing can be a great way to increase demand for a product. Keep reading to find out how to use scarcity marketing the right way.