Відео

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1:01:53

50:04

1:12:06 Upstart vs leader

14:46 Marketing is a battle of perceptions-not products. 20:56 Forget the brand, think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better, but prospects have an open mind when it comes to categories. 21:12 Everyone is interested in what’s new. Few people are interested in what’s better. 24:06 More money is wasted in money outside of any other human activity-outside of government. 21:49 It’s better to be first in the mind than to be first in the marketplace. Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get into the mind first. 23:10 If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace. 23:27 The problem is getting the idea or concept into the prospects’ mind. The conventional solution to the problem is money-the resources to design & build product or service organizations + to hold press conferences, attend trade shows, run ads and conduct direct mail programs. 24:12 You can’t change a mind once a mind’s made up. It’s like going head to head against an entrenched enemy. Once a mind is made up, it rarely if ever changes. The single most wasteful thing you can do in marketing is try to change a mind. 25:49 You have to blast your way into the mind instead of worm your way in. 26:15 The role of $ in marketing. Apple got off the ground with $91k contributed by Mike Markulla, partly due to its simple, easy to remember name. 27:15 The law of perception. The idea that the best product will win is an illusion. There is no objective reality, there are no facts, there are no “best” products. All that exists in the world of marketing are perceptions in the minds of customers or prospects. The perception is the reality-everything else is an illusion. All truth is relative-relative to your mind, or the mind of another human being. 30:42 Being an expert is all about perception 32:20 Honda, Toyota, and Nissan. Most marketing think the battle is between quality, horsepower, styling and price. Not true: It's what people think about them that determines which brand will win. Marketing is a battle of perceptions, not products, and is the process of dealing with those perceptions. 35:20 You believe what you want to believe, you taste what you want to taste. Soft drink marketing is a battle of perceptions, not a battle of taste. 48:10 To be a leader, you have to have followers. 50:40 You can't change people's minds once they're made up-in fact, what you often do reinforce your competitor's position by making it's concept more important. 1:03:15 Law of Duality: in the long run, every market becomes a two horse race (duopoly). Jack Welch, only businesses that are #1 or #2 in their markets can win in the increasingly competitive global arena. Those that cannot are fixed, closed, or sold. 1:04:27 When you take the long view of marketing, the battle usually ends up as a titanic struggle between two major players-usually the old reliable brand and the upstart. 1:04:42 Cola brands (Coke, Pepsi, Royal Crown): #1 60% share, #2 25% share, #3 6% share. 22 years later: #1 45%, #2 40%, #3 3%. 1:06:55 In a maturing industry, 3rd place is a difficult position to be in. 1:12:06 Upstart vs leader 1:14:08 Sometimes you need to be brutal. Hone in on a competitor weakness, then quickly twist the sword in your favor. 2:09:12 Candor is very disarming. Every negative statement you make about yourself is instantly accepted as truth. Positive systems are dubious at best-especially in a marketing message. 2:10:30 If your name is bad you have two choices: change the name or make fun of it. The one thing you can’t do is ignore a bad name. 2:15:05 Trying harder is not the secret of marketing success 2:15:30 Successful generals study the battleground and look for that one bold stroke that is least expected by the enemy. What works in marketing is the same as what works in the military: the unexpected. 2:23:23 Most people live from quarterly report to quarterly report. Companies that live by the numbers die by the numbers. 2:30:37 Success often leads to arrogance, and to failure. Ego is the enemy of successful marketing-objectively is what’s needed. When people become successful, they tend to become less objective; they tend to substitute their own judgement for what the market wants. 2:31:53 When a brand is successful, the company assumes the name is the primary reasons for the company’s success. The name didn’t make the name famous-although a bad name might keep the brand from becoming famous-the brand got famous because you made the right marketing moves. 2:33:30 Ego is helpful when building a business 2:33:58 Keep in mind that the world is all perception anyway, and the only thing that matters in marketing is the customer’s perception. 2:35:05 The bigger the company, the more likely it is that the chief executive has lost touch with the front lines. Marketing is war, and the first principle of warfare is the principle of force. 2:37:45 Marketing is too important to be turned over to an underling (delegated) 2:50:16 That brands are out and people will read labels and buy products on their merits rather than the size of advertising budgets is all hype. 2:51:30 Successful programs are not built of fads, they’re built on trends. 2:55:50 Even the best idea in the world won’t go very far without the money to get it off the ground. Marketing is a game fought in the mind of the prospect. You need money to get into a mind, and you need money to stay in the mind once you get there. You’ll get further with a mediocre idea and $ 1 Mn than with a great idea alone. 2:56:30 Advertising is expensive and not the end all solution for getting into prospects’ minds. A 1 min Super Bowl commercial is more expensive than WW2 and Vietnam war. 2:56:50 Mike Markulla’s $91k put Apple in the map, and he got 1/3rd of Apple. 2:57:22 Publicity isn’t free. PR agencies want $5k/mo, $10k/mo, and $20k/mo to promote your product. 2:58:26 In marketing, the rich often get richer because they have the resources to drive their ideas into the mind. Their problem is separating the good ideas from the bad ones, and avoiding spending money on too many products and too many programs. Competition is fierce, the giant CO’s put a lot of money behind their brands. Life can be unfair for the smaller marketer facing larger competitors. 3:00:10 A technical product has to raise less money than a consumer product. 3:02:04 In war, the military always errs on the high side of resource allocation. In marketing, you can’t save your way to success. The more successful marketers front load their investment-they take no profit for the first two or three years as they plow all earnings back into marketing. Money makes the marketing world go round. If you want to be successful today, you’ll have to find the money you need to spin those wheels. 3:05:03 Companies will want to see instant results, so beware-those accountants will give you a hard time in the short term.

2:47:00

Thank you for the audiobook😅

This absolutely a smart book, if you really want to build a strong brand. Think of ideas? Think Idealistic world.

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1. Leadership 5:25 2. Duality 16:15 6. Exclusivity 50:06 7. Ladder 54:58 8. Duality 1:03:48 Extension Opposite Candor 17. Unpredictability 18. Success 2:30:33 19. Failure 2:38:38 20. Hype 2:42:55 21. Acceleration 2:51:30 22. Resources 2:55:32

2:54:30 Barbie was a trend

2:53:55 stretch the fad out

2:16:55 what works is the unexpected. War and marketing.

2:09:21 twist negative into a positive

2:04:09 go opposite of the leader

2:01:04 the target is not the market

1:48:07 narrow the focus

1:43:00 don’t be all things to all people

One of the best marketing books 🎉

1:35:16

1:30:52 avoid too many sales

1:12:45 try to different not better

1:12:23 leverage leader’s strength into a weakness

41:23 own words.

21:55 be first in the mind and not in the marketplace

21:43

Forget brand. Focus on category. 21:25

16:29 set up a new category to be first in

14:45 marketing is all about perception not product

13:05 use a name that be genetic “can you give me the Band Aid”

11:23 get to the market first. Don’t focus on being better.

16:12 The Law of the Category

i was the 8hundred and 88th like 888

2:30:30

27:11

Awesome.....Merci Beucoup, Danke Shoun, webale nnyo, asante saana

Thank you for this master piece that doesnt sound like A.I and keeps the attention

58:16

Thanks for sharing

Thanks you.

thank you so much

41:00

29:19 🗣

27:00

My favorite Author since I was a kid although my career is in engineering.This audiobook Voice is appealing to listen to. Salute from Angola.

Thank you for sharing. 50:10

Wordperfect is no longer the leader so this must have been written a while ago.

36:00

Any way to know which chapter starts when within the audiobook?

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