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Kyle Eschenroeder
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Kyle Eschenroeder Oct 18
“If you really believe that “the PC stuff” is irrational and out of control and making institutions dysfunctional, and that universities are full of left-of-center people, well who is going to suffer most of the costs?” ⁦
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
??? Do you disagree with any of these? Is the research Sharp based these rules on still considered sound?
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 7: Stay Competitive--Don't Give A Reason Not to Buy One tiny reason not to buy can undo all the hard (and expensive work) of getting noticed. "...reasons *not* to buy can therefore be much more important (to sales) than reasons to buy." First, do no harm.
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
Repeat yourself differently. "Consumers are resistant to new ideas, yet they are very happy to be reminded of things they already believe, particularly if it is done in an entertaining way."
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 6: Be Consistent, Yet Fresh Resist confusing customers at all cost. "...much advertising trips over itself trying to present persuasive, differentiating messages."
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
Brand assets matter because: A. They allow for loyalty heuristics. Otherwise, loyalty is directed at things like price, shelf position, etc. B. They allow us to identify what brand an ad is for. C. "We are able to see a brand because we recognize it's iconography."
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 5: Create and Use Distinctive Brand Assets "Branding is the creation of distinctive brand assets. Mental associations act like coat-hangers: they allow other memories and associations with a brand to hang or form." e.g. logos/symbols, characters, slogans, etc
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
A cheat sheet for investing in building memory structures:
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 4: Refresh and Build Memory Structures "Even if a brand's advertising is noticed it can't work unless it refreshes or creates useful memory structures for the brand." Consistency FTW-every piece of new information "should still tell the old story (i.e. work for the brand)"
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
Noticed = , Pt. 2 "...empirical patterns show that brands largely compete as branded versions of the product category, with their function, image and price differentiation (within limits) being of surprisingly low importance."
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
Noticed = , Pt. 1 "Brands largely compete in terms of physical and mental (brand salience) availability. Even product innovation works, when it works, through enhancing brand salience and gaining further distribution."
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 3: Get Noticed "Advertisements that are not noticed cannot affect memory structures." We can't purchase what we don't notice. "...a brand's sales are primarily determined by how many consideration sets it failed to enter."
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
Walmart then later failed to fully appreciate the convenience of online shopping for their customers. Still, better to pay attention to what's happening, not what 'gurus' say is happening.
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 2: Be Easy to Buy This means understanding what convenience is for your customer. Walmart was called inconvenient in the 1980s (big stores outside of city centers) because onlookers didn't appreciate the trend of shopping by car and the convenience of a one-stop-shop.
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Kyle Eschenroeder Oct 17
Replying to @kyleschen
RULE 1: Reach Reach everyone who might buy from you with distribution and marketing communication. Already very simple and impossibly difficult. "Understand who buys, when, and how the brand fits into their lives."
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Kyle Eschenroeder Oct 17
7 Simple Rules for Marketing From Byron Sharp's How Brands Grow I found these compellingly boring.
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Kyle Eschenroeder retweeted
arjun balaji Oct 15
Replying to @david_perell
GOAT ad is still Patek Philippe’s “for the next generation” ads. Timeless imagery (of the atomic family), invokes legacy (their target is “rich people who disposable income who were probably not with their kids much), and a sense of inter-generational quality.
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Kyle Eschenroeder retweeted
adventur.es Oct 12
The Orbit is starting to rotate. First career opportunities will be distributed next week. Get In Orbit Here:
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Kyle Eschenroeder retweeted
Art of Manliness Oct 4
Meditations on the Wisdom of Action, by
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Kyle Eschenroeder Oct 3
Really like that last one
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