…to this delightful Tom Fishburne cartoon that lampoons the pretension behind so much mainstream marketing drivel. More about the marketing idea… “‘Brand Laddering’ is one of the most common marketing tools. To drive growth and loyalty, marketers frequently work to elevate benefits of the brand from technical to functional to emotional. But there’s a risk […]
The Classic Marketing Product Story
I talk a fair bit about using stories in copywriting and marketing and one story that has assumed almost legendary status in direct response circles is that of the Schlitz Beer company. Jay Abraham often mentions this story as a great example of the idea of pre-emptive positioning (I’ll expand on that later). No surprise […]