From the monthly archives:
“Don’t talk to me about branding!” said the small business owner on the phone.
“I don’t need any of that, it’s a waste of money. I just want more sales.”
I understood why he felt this way. But he was dead wrong.
There’s a reason why 80% of purchases in America are brand name purchases. And there’s a reason why big companies calculate that 50% of the value of their companies comes directly from their brand. Read more…
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Remember Aesop’s Fables? These simple stories have some common sense wisdom that has stood the test of more than two thousands years.
One of my favorites is the fable in which the Sun and the North Wind are watching a man in a coat who is walking down a road on a winter’s day. The North Wind says to the sun, “I’ll bet you I can blow that coat off the man,” and the Sun takes the bet. So the North Wind blows and blows and blows, and the harder he blows, the more tightly the man holds on to his coat. Finally, the North Wind gives up and the Sun says, “My turn.” The Sun simply begins to shine down on the man, and the farther the man walks, the warmer he gets, until he finally takes off the coat himself. So the Sun wins the bet.
I believe this story suggests two different ways to think about sales and marketing. Read more…
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