Editor's Notes

1. Name the #1 business email server...Exchange...although many would say Outlook, but it is a client and not a server.Name the #2 business email server...Notes would be namedName the #3 business email server...most readers of my blog will say GroupWise but there are a lot of people who have never heard of GroupWise.
2. A secret to the Law of the Opposite is that you must study the company above you. And once you study it, you must find the weakness and then exploit that weakness.Another secret to the Law of the Opposite is to not attempt to be like the leader, instead attempt to be different.SouthWest Airlines is a perfect example. Everyone reading this blog has flown them at least once. Before 9/11, SouthWest’s strategy was determined by what the Airline Industry Leaders did.If they served meals and had first class seating, then SW didn’t serve any meals and didn’t have any first class seating...they were the opposite and they pushed that difference, making a perceived weakness into a strength.
3. This is why marketing effort is so difficult to track. A dollar on advertising spent today usually results in a sale next year.
4. The debilitating nature of Line Extensions is that in the short term they seem like a good idea. It boosts your strong brand by putting it in front of new customers.The darker side is that it dilutes the meaning of your brand and what your brand stands for. It confuses your customers in the long run about why customers should buy your product. It actually weakens your strong brand and confuses the new brand that it has been placed on.