If you want to establish a clear image in the minds of consumers, you first need a clear image in your own mind.
The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it.
Focus groups are a waste of time, filled with people telling you what you want to hear so they can go home.
Selling more stuff to more people more often for more money more efficiently.
If your marketing is not delivering consumers to the cash register with their wallets in their hands to buy your product, don’t do it.
A brand is essentially a container for a customer’s complete experience with the product or company.
Challenge everything, assume nothing.
If you don’t keep giving customers reasons to buy from you, they won’t.