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...
