Arkley VC's branding strategist Derk Steemers takes you through the struggles that come along when founding a startup and why it is important to stay true to your company's original identity.
This document provides guidance on how to conduct DIY market research for a new business start up. It outlines a 7 step process: 1) Decide what market you are in, 2) Agree on the research aim, 3) Track findings, 4) Analyze research, 5) Research the market, customers, competitors and collaborators, 6) Review findings to develop intelligence, 7) Make judgments and decisions. Key advice includes focusing on customer needs, discussing findings with others, and viewing research as an ongoing process to understand an evolving market.
I did a talk to the IPA on developing your own planning style. I asked a bunch of planners I rated to describe their planning style which was rather interesting. So here is the bits of the presentation that quote different planners talking about this.
Created for the Startup Wise Guys marketing week.
This presentation goes over:
- What kind of stories media and news outlets are interested in
- How to discover your startup's story
- How to pitch it to media representatives
Brand Harvest provides strategic branding and design services across multiple disciplines. They bring together research, creative thinking, business objectives, and design to develop holistic branding solutions. Their team of experts help clients in industries such as real estate, construction, retail, and IT to craft brand positioning strategies, visual identities, and integrated branding experiences both online and offline.
This document provides an overview of key marketing concepts including branding, advertising, sales, the marketing funnel, targeting, and personal branding. It discusses branding fundamentals like logos and taglines. It also covers the 4 Ps of marketing - price, place, promotion, product. Other topics include content marketing, product placement, advertising approaches on the internet and traditional media, and models for diffusion of innovation and crossing the chasm. Famous personal brands and marketing strategies used by companies are cited as examples.
The document discusses different visual branding strategies for B2B companies, including using color, font, imagery, or graphics as the primary visual asset. It analyzes the pros and cons of each approach and provides examples of companies that use different strategies. The document recommends that companies define a clear visual strategy by considering what fits their brand and does a visual audit of competitors to determine the best approach. Having a unified visual identity system rather than just a logo alone allows branding to build recognition over time on a limited budget.
Social media has a huge impact on branding. It allows companies to connect directly with customers through stories and conversations. Brands that frequently post high-quality, shareable content on social media see increased traffic, leads, and customer loyalty over time. However, brands must be prepared to quickly respond to customer issues on social media to maintain their reputation. Public relations teams play a key role in developing social media strategies that build the brand's image and community.
This document provides guidance on how to conduct DIY market research for a new business start up. It outlines a 7 step process: 1) Decide what market you are in, 2) Agree on the research aim, 3) Track findings, 4) Analyze research, 5) Research the market, customers, competitors and collaborators, 6) Review findings to develop intelligence, 7) Make judgments and decisions. Key advice includes focusing on customer needs, discussing findings with others, and viewing research as an ongoing process to understand an evolving market.
I did a talk to the IPA on developing your own planning style. I asked a bunch of planners I rated to describe their planning style which was rather interesting. So here is the bits of the presentation that quote different planners talking about this.
Created for the Startup Wise Guys marketing week.
This presentation goes over:
- What kind of stories media and news outlets are interested in
- How to discover your startup's story
- How to pitch it to media representatives
Brand Harvest provides strategic branding and design services across multiple disciplines. They bring together research, creative thinking, business objectives, and design to develop holistic branding solutions. Their team of experts help clients in industries such as real estate, construction, retail, and IT to craft brand positioning strategies, visual identities, and integrated branding experiences both online and offline.
This document provides an overview of key marketing concepts including branding, advertising, sales, the marketing funnel, targeting, and personal branding. It discusses branding fundamentals like logos and taglines. It also covers the 4 Ps of marketing - price, place, promotion, product. Other topics include content marketing, product placement, advertising approaches on the internet and traditional media, and models for diffusion of innovation and crossing the chasm. Famous personal brands and marketing strategies used by companies are cited as examples.
The document discusses different visual branding strategies for B2B companies, including using color, font, imagery, or graphics as the primary visual asset. It analyzes the pros and cons of each approach and provides examples of companies that use different strategies. The document recommends that companies define a clear visual strategy by considering what fits their brand and does a visual audit of competitors to determine the best approach. Having a unified visual identity system rather than just a logo alone allows branding to build recognition over time on a limited budget.
Social media has a huge impact on branding. It allows companies to connect directly with customers through stories and conversations. Brands that frequently post high-quality, shareable content on social media see increased traffic, leads, and customer loyalty over time. However, brands must be prepared to quickly respond to customer issues on social media to maintain their reputation. Public relations teams play a key role in developing social media strategies that build the brand's image and community.
Every business has the ability to showcase their expertise through thought leadership tools on LinkedIn and other social media.
For Early Childhood educators and programs--it is essential to your success and the engagement of your staff and community to begin the process of showcasing your thought leadership.
This program was given at the California PACE Conference
Building insanely great apps and companiesEric Olden
This is a lecture given at UC Berkeley on startup strategy on September 23 2013 at the Lester Center for Entrepreneurship.
Building insanely great apps and companies takes 4 things:
1. Accept that nobody cares about your product
2. Find a simple solution to a big problem
3. Respond to what the market tells you
4. Build a killer team
This presentation covers the above with specific tips and techniques you can implement to build a great company and killer products.
Intro to Entrepreneurship
L&S 5 (UGBA 96)
Monday September 23, 2013
After almost a decade in marketing, I realized what made the difference between thriving clients and struggling clients. If you're having a hard time scale your small service business, this is for you.
This document provides tips for selling social media marketing (SMM) services to small and medium enterprises (SMEs). It outlines common SME objections to SMM and recommends doing research on the target industry and business categories. The document also suggests identifying existing online conversations and which networks are used in each category to demonstrate SMM's relevance. Finally, it provides suggestions on what SMM services to pitch, such as website integration, community management, and promotional campaigns. The goal is to educate SMEs on how SMM can engage customers and generate leads in a time-efficient manner.
This document provides 10 things for founders to remember when starting a business. It emphasizes that most startups fail, even for successful entrepreneurs, and stresses the importance of execution. Key points include prototyping ideas quickly, understanding the business model and how the company makes money, leveraging available technologies, having the right team, developing an effective marketing strategy, establishing a solid operations plan, focusing on sales, and creating a thorough financial plan. Overall, the document advises entrepreneurs to test ideas quickly and adapt based on feedback in order to successfully launch a new venture.
Hot Tin Roof PR & Marketing Presentation at Edinburgh University 2012hottinroof007
The document provides an overview of marketing and public relations strategies and tactics. It discusses conducting a situation analysis; setting business objectives and a unique selling point; developing key messages and communication strategies; pitching stories to journalists; writing press releases; and targeting various media outlets including newspapers, trade press, and digital channels. The goal is to generate publicity through media coverage that can help boost sales, status, recruitment, investment, and online visibility for a business.
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
This was a three-hour lecture presented to participants in the BizTec technology entrepreneurship competition, held at the Haifa Technion in December 2010.
When participants were invited to the lecture, they were directed to a survey about their marketing knowledge, and what they hoped to gain from the lecture. This served as the market research that was analyzed throughout the lecture.
This document provides an overview of branding basics and the branding process. It discusses that a brand is defined by the perceptions of customers, competitors, and a company's own employees rather than by marketing materials alone. The branding process involves research, strategy, execution, and maintenance. Key steps include defining a brand position and identity, creating branding materials, distributing materials, and ongoing research and adjustments. The document recommends starting with internal goals and profiling audiences as initial steps toward developing a brand strategy.
Seattle Startup Week: Sales & Marketing on a Shoestring BudgetHeinz Marketing Inc
This document provides guidance and best practices for startups developing sales and marketing strategies. It recommends understanding customers and objectives before planning, using existing resources, reviewing priorities weekly, firing many "bullets" or initiatives, and managing sales actively. Common startup mistakes include hiring sales leadership too soon, spending on marketing too early, building processes that don't match customer buying behaviors, selling beyond early adopters, and building sales teams too fast.
Topics include: Everybody isn't your audience, target market vs. audience persona, creating an audience persona, and top tips for doing audience personas
This document appears to be a presentation given by Dr. Ute Hillmer on digital marketing. The presentation covers:
- An introduction and background of Dr. Hillmer's 27 years of experience in international marketing.
- An agenda that lists topics such as the basics of digital marketing, content marketing and storytelling, and engagement in technology.
- Sections on how communication and marketing have changed due to technological developments and social changes, and the need for marketing to shift from a product focus to a customer focus.
- The importance of social media and how it has changed how customers research, buy from, and interact with companies in both B2C and B2B contexts.
- Tips
How to do a social media content marketing storyboardTerry Rachwalski
Making a social media content plan starting with the basics of integrated marketing communications, digital marketing and moves into developing a strategic content plan. Presented at Social Media Camp's October 19, 2013 Bootcamp
How to promote medical products on social mediaTony Young
This document provides tips for promoting medical products on social media. It recommends narrowing your target audience and finding the social media platforms they use. Be creative with your messaging and target specific products to different audiences. Interact personally with customers by asking questions and joining groups. Create a consistent posting schedule and use SEO and hashtags to help people find your products. Outsourcing social media promotion and creating backlinks can also help increase your online presence. The key is to be organized and personal, not spam-like, in your social media marketing approach.
This presentation from WordCamp Columbus #wccbus covers how to build a strong brand online. Brand building is what makes people fall in love with brands - it is the inspirational aspect of marketing.
The presentation includes 5 steps to effective brand building:
1) Assess the blogosphere or the landscape. Who are your competitors? What are people already doing? What works? What doesn't?
2) Determine your Audience - Who are you trying to reach? What are they interested in? Where can you find them?
3) Define your brand - Where do you fit in? What is your unique positioning? How will you be different? What does your brand stand for?
4) Bring your brand to life - Execute against the desired position/look/feel/character that you want to build for your brand.
5) Brand building Principles - Clear Positioning, Single-Mindedness (don't be afraid to be niche), Consistency, Personality.
This document provides guidance on securing corporate sponsorships for nonprofits. It discusses challenges such as busy prospects, the importance of value propositions and alignment over requests, and targeting sponsorship buyers rather than CSR departments. Effective sponsorship proposals are brief, focus on the sponsor's interests, and provide competitive differentiators. Fulfilling sponsor benefits and activations is also key to keeping sponsors engaged.
"What General Counsel Need to Know About Protecting Their Company's Trademark...Dinsmore & Shohl LLP
April Besl gave a presentation on protecting trademarks on social media. She discussed how (1) social media is a rapidly growing communication channel that impacts brands, (2) companies' brands are discussed on social media even if the companies are not active there, and (3) both external and internal risks exist. She emphasized that general counsel need to understand the different takedown procedures across social media sites and how the issues constantly change. Failing to have social media policies can endanger companies through loss of control over their brands and defenses in legal disputes.
This is a talk I did for Caxton Magazines division last year. My brief was to look at how to use social media to market their magazines. Print is under pressure, so this is a major concern for publishers. I contextualised the opportunity within the path to purchase, a concept from shopper marketing.
Sysomos Monthly Webinar July - Social Listening 101Sysomos
Let’s face it: we don’t all have the luxury of being an established brand with a well-polished social strategy and regular influx of mentions. But all it takes is a little know-how to gain that elusive competitive advantage – by effectively using social media monitoring.
What you’ll learn:
Find out where people are talking about your industry most.
Identify the good the bad and the ugly for what customers are saying.
Get ahead and insert your company in areas where competitors drop the ball.
Break free of looking at static social metrics vs the big picture.
Learn about use cases from brands that have been there, done it, and seen success.
To view all sysomos webinar and sign up for future ones please visit sysomos.com/webinars.
If you'd like to view a recording of this webinar please visit sysomos.com/webinars/social-listening-101
Gamify it until you make it Improving Agile Development and Operations with ...Ben Linders
So many challenges, so little time. While we’re busy developing software and keeping it operational, we also need to sharpen the saw, but how? Gamification can be a way to look at how you’re doing and find out where to improve. It’s a great way to have everyone involved and get the best out of people.
In this presentation, Ben Linders will show how playing games with the DevOps coaching cards can help to explore your current development and deployment (DevOps) practices and decide as a team what to improve or experiment with.
The games that we play are based on an engagement model. Instead of imposing change, the games enable people to pull in ideas for change and apply those in a way that best suits their collective needs.
By playing games, you can learn from each other. Teams can use games, exercises, and coaching cards to discuss values, principles, and practices, and share their experiences and learnings.
Different game formats can be used to share experiences on DevOps principles and practices and explore how they can be applied effectively. This presentation provides an overview of playing formats and will inspire you to come up with your own formats.
Every business has the ability to showcase their expertise through thought leadership tools on LinkedIn and other social media.
For Early Childhood educators and programs--it is essential to your success and the engagement of your staff and community to begin the process of showcasing your thought leadership.
This program was given at the California PACE Conference
Building insanely great apps and companiesEric Olden
This is a lecture given at UC Berkeley on startup strategy on September 23 2013 at the Lester Center for Entrepreneurship.
Building insanely great apps and companies takes 4 things:
1. Accept that nobody cares about your product
2. Find a simple solution to a big problem
3. Respond to what the market tells you
4. Build a killer team
This presentation covers the above with specific tips and techniques you can implement to build a great company and killer products.
Intro to Entrepreneurship
L&S 5 (UGBA 96)
Monday September 23, 2013
After almost a decade in marketing, I realized what made the difference between thriving clients and struggling clients. If you're having a hard time scale your small service business, this is for you.
This document provides tips for selling social media marketing (SMM) services to small and medium enterprises (SMEs). It outlines common SME objections to SMM and recommends doing research on the target industry and business categories. The document also suggests identifying existing online conversations and which networks are used in each category to demonstrate SMM's relevance. Finally, it provides suggestions on what SMM services to pitch, such as website integration, community management, and promotional campaigns. The goal is to educate SMEs on how SMM can engage customers and generate leads in a time-efficient manner.
This document provides 10 things for founders to remember when starting a business. It emphasizes that most startups fail, even for successful entrepreneurs, and stresses the importance of execution. Key points include prototyping ideas quickly, understanding the business model and how the company makes money, leveraging available technologies, having the right team, developing an effective marketing strategy, establishing a solid operations plan, focusing on sales, and creating a thorough financial plan. Overall, the document advises entrepreneurs to test ideas quickly and adapt based on feedback in order to successfully launch a new venture.
Hot Tin Roof PR & Marketing Presentation at Edinburgh University 2012hottinroof007
The document provides an overview of marketing and public relations strategies and tactics. It discusses conducting a situation analysis; setting business objectives and a unique selling point; developing key messages and communication strategies; pitching stories to journalists; writing press releases; and targeting various media outlets including newspapers, trade press, and digital channels. The goal is to generate publicity through media coverage that can help boost sales, status, recruitment, investment, and online visibility for a business.
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
This was a three-hour lecture presented to participants in the BizTec technology entrepreneurship competition, held at the Haifa Technion in December 2010.
When participants were invited to the lecture, they were directed to a survey about their marketing knowledge, and what they hoped to gain from the lecture. This served as the market research that was analyzed throughout the lecture.
This document provides an overview of branding basics and the branding process. It discusses that a brand is defined by the perceptions of customers, competitors, and a company's own employees rather than by marketing materials alone. The branding process involves research, strategy, execution, and maintenance. Key steps include defining a brand position and identity, creating branding materials, distributing materials, and ongoing research and adjustments. The document recommends starting with internal goals and profiling audiences as initial steps toward developing a brand strategy.
Seattle Startup Week: Sales & Marketing on a Shoestring BudgetHeinz Marketing Inc
This document provides guidance and best practices for startups developing sales and marketing strategies. It recommends understanding customers and objectives before planning, using existing resources, reviewing priorities weekly, firing many "bullets" or initiatives, and managing sales actively. Common startup mistakes include hiring sales leadership too soon, spending on marketing too early, building processes that don't match customer buying behaviors, selling beyond early adopters, and building sales teams too fast.
Topics include: Everybody isn't your audience, target market vs. audience persona, creating an audience persona, and top tips for doing audience personas
This document appears to be a presentation given by Dr. Ute Hillmer on digital marketing. The presentation covers:
- An introduction and background of Dr. Hillmer's 27 years of experience in international marketing.
- An agenda that lists topics such as the basics of digital marketing, content marketing and storytelling, and engagement in technology.
- Sections on how communication and marketing have changed due to technological developments and social changes, and the need for marketing to shift from a product focus to a customer focus.
- The importance of social media and how it has changed how customers research, buy from, and interact with companies in both B2C and B2B contexts.
- Tips
How to do a social media content marketing storyboardTerry Rachwalski
Making a social media content plan starting with the basics of integrated marketing communications, digital marketing and moves into developing a strategic content plan. Presented at Social Media Camp's October 19, 2013 Bootcamp
How to promote medical products on social mediaTony Young
This document provides tips for promoting medical products on social media. It recommends narrowing your target audience and finding the social media platforms they use. Be creative with your messaging and target specific products to different audiences. Interact personally with customers by asking questions and joining groups. Create a consistent posting schedule and use SEO and hashtags to help people find your products. Outsourcing social media promotion and creating backlinks can also help increase your online presence. The key is to be organized and personal, not spam-like, in your social media marketing approach.
This presentation from WordCamp Columbus #wccbus covers how to build a strong brand online. Brand building is what makes people fall in love with brands - it is the inspirational aspect of marketing.
The presentation includes 5 steps to effective brand building:
1) Assess the blogosphere or the landscape. Who are your competitors? What are people already doing? What works? What doesn't?
2) Determine your Audience - Who are you trying to reach? What are they interested in? Where can you find them?
3) Define your brand - Where do you fit in? What is your unique positioning? How will you be different? What does your brand stand for?
4) Bring your brand to life - Execute against the desired position/look/feel/character that you want to build for your brand.
5) Brand building Principles - Clear Positioning, Single-Mindedness (don't be afraid to be niche), Consistency, Personality.
This document provides guidance on securing corporate sponsorships for nonprofits. It discusses challenges such as busy prospects, the importance of value propositions and alignment over requests, and targeting sponsorship buyers rather than CSR departments. Effective sponsorship proposals are brief, focus on the sponsor's interests, and provide competitive differentiators. Fulfilling sponsor benefits and activations is also key to keeping sponsors engaged.
"What General Counsel Need to Know About Protecting Their Company's Trademark...Dinsmore & Shohl LLP
April Besl gave a presentation on protecting trademarks on social media. She discussed how (1) social media is a rapidly growing communication channel that impacts brands, (2) companies' brands are discussed on social media even if the companies are not active there, and (3) both external and internal risks exist. She emphasized that general counsel need to understand the different takedown procedures across social media sites and how the issues constantly change. Failing to have social media policies can endanger companies through loss of control over their brands and defenses in legal disputes.
This is a talk I did for Caxton Magazines division last year. My brief was to look at how to use social media to market their magazines. Print is under pressure, so this is a major concern for publishers. I contextualised the opportunity within the path to purchase, a concept from shopper marketing.
Sysomos Monthly Webinar July - Social Listening 101Sysomos
Let’s face it: we don’t all have the luxury of being an established brand with a well-polished social strategy and regular influx of mentions. But all it takes is a little know-how to gain that elusive competitive advantage – by effectively using social media monitoring.
What you’ll learn:
Find out where people are talking about your industry most.
Identify the good the bad and the ugly for what customers are saying.
Get ahead and insert your company in areas where competitors drop the ball.
Break free of looking at static social metrics vs the big picture.
Learn about use cases from brands that have been there, done it, and seen success.
To view all sysomos webinar and sign up for future ones please visit sysomos.com/webinars.
If you'd like to view a recording of this webinar please visit sysomos.com/webinars/social-listening-101
Gamify it until you make it Improving Agile Development and Operations with ...Ben Linders
So many challenges, so little time. While we’re busy developing software and keeping it operational, we also need to sharpen the saw, but how? Gamification can be a way to look at how you’re doing and find out where to improve. It’s a great way to have everyone involved and get the best out of people.
In this presentation, Ben Linders will show how playing games with the DevOps coaching cards can help to explore your current development and deployment (DevOps) practices and decide as a team what to improve or experiment with.
The games that we play are based on an engagement model. Instead of imposing change, the games enable people to pull in ideas for change and apply those in a way that best suits their collective needs.
By playing games, you can learn from each other. Teams can use games, exercises, and coaching cards to discuss values, principles, and practices, and share their experiences and learnings.
Different game formats can be used to share experiences on DevOps principles and practices and explore how they can be applied effectively. This presentation provides an overview of playing formats and will inspire you to come up with your own formats.
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11June 2024. An online pre-engagement session was organized on Tuesday June 11 to introduce the Science Policy Lab approach and the main components of the conceptual framework.
About 40 experts from around the globe gathered online for a pre-engagement session, paving the way for the first SASi-SPi Science Policy Lab event scheduled for June 18-19, 2024 in Malmö. The session presented the objectives for the upcoming Science Policy Lab (S-PoL), which featured a role-playing game designed to simulate stakeholder interactions and policy interventions for food systems transitions. Participants called for the sharing of meeting materials and continued collaboration, reflecting a strong commitment to advancing towards sustainable agrifood systems.
1.) Introduction
Our Movement is not new; it is the same as it was for Freedom, Justice, and Equality since we were labeled as slaves. However, this movement at its core must entail economics.
2.) Historical Context
This is the same movement because none of the previous movements, such as boycotts, were ever completed. For some, maybe, but for the most part, it’s just a place to keep your stable until you’re ready to assimilate them into your system. The rest of the crabs are left in the world’s worst parts, begging for scraps.
3.) Economic Empowerment
Our Movement aims to show that it is indeed possible for the less fortunate to establish their economic system. Everyone else – Caucasian, Asian, Mexican, Israeli, Jews, etc. – has their systems, and they all set up and usurp money from the less fortunate. So, the less fortunate buy from every one of them, yet none of them buy from the less fortunate. Moreover, the less fortunate really don’t have anything to sell.
4.) Collaboration with Organizations
Our Movement will demonstrate how organizations such as the National Association for the Advancement of Colored People, National Urban League, Black Lives Matter, and others can assist in creating a much more indestructible Black Wall Street.
5.) Vision for the Future
Our Movement will not settle for less than those who came before us and stopped before the rights were equal. The economy, jobs, healthcare, education, housing, incarceration – everything is unfair, and what isn’t is rigged for the less fortunate to fail, as evidenced in society.
6.) Call to Action
Our movement has started and implemented everything needed for the advancement of the economic system. There are positions for only those who understand the importance of this movement, as failure to address it will continue the degradation of the people deemed less fortunate.
No, this isn’t Noah’s Ark, nor am I a Prophet. I’m just a man who wrote a couple of books, created a magnificent website: http://www.thearkproject.llc, and who truly hopes to try and initiate a truly sustainable economic system for deprived people. We may not all have the same beliefs, but if our methods are tried, tested, and proven, we can come together and help others. My website: http://www.thearkproject.llc is very informative and considerably controversial. Please check it out, and if you are afraid, leave immediately; it’s no place for cowards. The last Prophet said: “Whoever among you sees an evil action, then let him change it with his hand [by taking action]; if he cannot, then with his tongue [by speaking out]; and if he cannot, then, with his heart – and that is the weakest of faith.” [Sahih Muslim] If we all, or even some of us, did this, there would be significant change. We are able to witness it on small and grand scales, for example, from climate control to business partnerships. I encourage, invite, and challenge you all to support me by visiting my website.
• For a full set of 530+ questions. Go to
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6. Branding
Common mistakes:
• Too much at the same time
• Too afraid to stick to one thing
• Too technical too care
• Don’t know what it is?
• Language…
7. Branding
How should my branding look like?
Find something and run with it
2 types of marketing
8. 2 Types of Marketing
Historically there have been 2 types:
1. Product
2. Association
9. Marketing based on the Product
Original form of marketing
• e.g. cigarettes
Why do hardware startups use this type
of marketing?
• New product
• Being 10 times better than
competitor (Peter Thiel)
• Looking for early adopters
10. Marketing based on Association
Newest form of marketing
• e.g. cigarettes
Why do big firms use this type of
marketing?
• No product differentiation
• Already found market fit
• More powerful than the other (e.g.
new insoles in a pair of nikes)