All posts filed under: Strategy

How to own a piece of “common knowledge”.

Once a unique positioning is set, the brutal PR war starts. If you are competing with someone else for an already-existing positioning, then the brutal PR war + actual business war escalates. If you set a unique positioning, then use all the powerful distribution channels within your means to make your unique positioning known to the public. Even if you set a unique positioning– there is a possibility that your competitor or someone can “steal” it. If you have a weaker PR distribution network, your competitor will own YOUR original idea even though it is theft. If your positioning is not unique and you are competing for an existing positioning, then be prepared for a brutal and bloody market war. From pricing to undercutting to wanting to eliminate your competitor to investing even more money into PR wars. The idea however is that the person who first uses strong PR distribution networks to spread his or her unique ONE SPOT positioning will have a clear advantage. Because once that space in the minds of the …

[Book Review] The Thank You Economy, by Gary Vaynerchuck.

Today I’m also going to do a really short book review on The Thank You Economy by Gary Vaynerchuck. There’s actually an online copy here.:D This book kind of reminds me a little of Meatball Sundae by Seth Godin, another classic on the topic of new media marketing. What is a Thank you Economy? Gary Vee defines it this way: “We’re living in what I like to call the ‘Thank You Economy,’ because only the companies that can figure out how to mind their manners in a very old-fashioned way – and do it authentically – are going to have a prayer of competing.” The Thank You Economy is interesting because it points out that consumers had been sick and tired of being sold to in the traditional business model. With new media, businesses provide what consumers want, instead of having to convince consumers to buy. This of course has huge implications on the power of strong brands (= defined as brands with polarise the market). Therefore, if the business can deeply care about its consumers …