by Jeff Slater | Jul 25, 2016 | Marketing Advice
Some problems feel impossible, but two Australian buddies decided they needed to do something to help the homeless. So they decided to wash their clothes. Lucas Patchett and Nicolas Marchesi decided that if they could bring some dignity to the homeless people they...
by Jeff Slater | Jul 22, 2016 | Interesting Brands, Marketing Advice, Marketing Start Ups
In 1982 an emerging computer company was roaring onto the stage. Osborne computer had the world’s first “luggable” computer. It was portable, but it was so heavy at 26 pounds, that you didn’t just carry it – you hauled it around. But it was a leading computer...
by Jeff Slater | Jul 20, 2016 | Marketing Advice
In Hollywood, when someone pitches a new movie, they often anchor the elevator version of the pitch as a mashup. Star Wars meets The Simpsons. You collide two worlds together to help quickly explain the idea. Brands need this type of shorthand too. It helps others...
by Jeff Slater | Jul 18, 2016 | Marketing Advice
Brands can help position themselves by using brand Judo to define their competitors. Without a competitive contrast, a brand can lack a frame of reference. Often brands use their competitor’s perceived weakness to magnify their strength. Brand Judo is the...
by Jeff Slater | Jul 15, 2016 | Marketing Advice
Imagine pitching an investor a business that you are trying to sell. Instead of starting off with all the reasons the business will have “hockey stick” growth, imagine starting with a slide that list five reasons this business isn’t going to succeed. Catches you off...
