Etikett: The idiot’s guide to marketing

  • The idiot’s guide to marketing, chapter 8

    Hate me, but don’t ignore me. Buying decisions are made up of four different categories (addressing different emotions): Risk, Routine, Spice and Hope. To become a success, it is crucial to know whether your customer loves, hates or is bored by the presence of your product and/or brand. Ask yourself what it is that characterises her buying decision within your particular category. Is it fear? Is it hope? Is it more to add a little spice to the humdrum of her existence? Or is it characterised by pure apathy?

  • The idiot’s guide to marketing, chapter 6

    I’m Dirty Harry. Who are you? A brand must be built on a living soul and a genuine dramaturgy. To be cultural and social, it must be based on a narrative, a tale that can be retold. And like all good stories, it should contain some form of heroism, a drama that your target group can identify with. And more importantly, it must stumble across obstacles along the way in its quest for success.

  • The idiot’s guide to marketing, chapter 4

    Spock vs. Gump. When you have the answers to the questions ”What?”, ”How?” and ”Why?” you also have the starting point for the brand’s strategy, tactics and culture. Not one of these three aspects can give a complete picture of the brand, because it doesn’t have one, but together they provide a fairly accurate image. To explain this in a better way and to make it more fun, we can use the assistance of two well-known characters: a callous spaceman and a complete idiot.

  • The idiot’s guide to marketing, chapter 2

    Not nice. Gorgeous. There is a lot of talk about brands these days. But many seem to have a muddled view of what they really are. There are those who still talk about brands as if they were the actual product. Many believe that it’s all about a name and a symbol. Others believe that it is something that can be dissected, analysed, measured and controlled, something that can be captured on paper and stored in a binder. Even others have the conviction that a brand is just a gut feeling or an idea in the mind of the consumer.

  • The idiot’s guide to marketing, chapter 1 (incl. background)

    The idiot’s guide to marketing. I spoke to Per Robert Öhlin the other day about new blog ideas. We decided to publish the last part from his book ”Let’s get gorgeous!”, a branding casebook about Camitz Sparkling Vodka. So here it is, the world’s first branding blog relay, by Micco Grönholm & Per Robert Öhlin. Chapter 1: The idiot’s guide to marketing.