I literally break it down by describing the words people should use to describe their brand in the market. This is true whether you are a solopreneur or a Fortune 500 brand. When someone gives you that base, just the basics, it's so much easier to go from there and be creative instead of feeling panicked. It helps if someone just gives you a tool so you have a clear strategy brief that you can then modify and customize, but at least some of the heavy lifting has been done for you. Different is better than better A key learning point is that if you're too careful to provoke a conversation online, you should stick to traditional media. If you're not ready to raise dust and get people thinking to cause new ways of thinking about the product in the world and help people think differently about themselves, then don't market or not market very conservatively. Advertising Continue reading below In the online environment, the attention span is nowhere shorter.
It's a choice. You can stand out or just not bother. Stand out or donate money to charity. Pivot the way people see your image masking service brand Here's one of my favorite examples from the book that highlights it beautifully: There was a soot cleaner at the turn of the century, at the turn of the 19th century, that is, a soot cleaner that helped remove soot from coal ovens and coal stoves from the walls. When coal was obsolete and electricity started coming into homes, there was no longer a need for a soot cleaner. They took the soot cleaner and they said, "What else could we do with it?" They turned it into a product called Play-Doh . You know that weird smell that Play-Doh has, that super distinctive smell? It was part of the original soot cleaner because it was the cleaning agent.
We think Play-Doh is something that not only goes back to our childhood, it's a timeless brand, but it really wasn't always timeless. Any brand can evolve on its own. Advertising Continue reading below This is a great lesson that we can all look to in small businesses. To become fascinating, you don't have to do anything complicated. You can do something very simple as long as it helps you stand out. Think outside the box and make your brand unique There is a system for that. I always thought the creative process was like good luck. Some days I would sit down and be extremely creative and some days I wouldn't. What I didn't realize at the time, what I was doing as I worked inside and around all of these amazing brands, was that I was starting to create my own methodology, in a way that I knew I would be able to climb. with good ideas on a very short schedule.