Marketing is not about products or brands, but about perceptions and provoking desire. A company should focus on how customers perceive its brand and educate prospects for free. Successful brands are easy to remember, focus on benefits over features, have differentiated positioning defined in one sentence, and test all aspects of their marketing.

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2. not products or brands
perceptions
Marketing is a war of

3. A company’s main concern should be
Marketing

4. Marketing doesn’t create needs, it provokes
desire & motivation

5. Make sure your
marketing footprint is
coherent

6. Break the
& keep a step forward

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8. A Brand
should be easy
to remember

9. Present your brand or product through
benefits
not features

10. Spend time defining your differentiation

11. Describe your positioning in 1 sentence

12. Choose different colors than the competition

13. It’s better to create
a new brand
rather than having
several sub-brands

14. A product line
should have
one target
only,
not everyone

15. Make sure your brands’ names
are different,
not similar

16. Combine your
talents
with
complementary
brands

17. Figure out what your
complementary products are

18. Collect good practices from others
&
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y
dd
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ch
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t

19. Segment your customers by profitability

20. Make sure you
perceive your
brand the same way
your customers do

21. Educate your prospects & clients…

22. …for
FREE

23. Go to the field & learn from your clients

24. Ask people WHY they buy from you

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26. Find out what you’re great at

27. & stick to it

28. Transform your brand into an
experience

29. Involve your audience into your projects
We love to feel important

30. Play with your
customer’s senses

31. Tease & reward
your audience

32. Get personal & truly care about your clients

33. Don’t lie, don’t hide

34. Find out your target’s
common interests

35. Show you value customer’s feedback

36. Start a blog to keep your
audience in the loop

37. Let every employee know about your
strategy

38. Ask your new employees to
do a SWOT of your
company

39. The choice of distribution channel
makes the success

40. Don’t try to be everywhere…
or you won’t be anywhere

41. Don’t overlook
any detail

42. Focus on 2 or 3 metrics that you check
every week

43. TEST everything

44. Author
Jérémie Lorrain
Co-Founder of nail art company Úñica.
French, Fashionista, Blogger, Entrepreneur,
Businessman, Model, Salesperson, Ambitious,
Very Open-minded, People and OpportunityOriented.
Share your impressions, comments & secrets:
jeremie.lorrain@gmail.com