Marketing Rebellion: The Most Human Company Wins by Mark W. Schaefer

Author:Mark W. Schaefer
Language: eng
Format: epub
Publisher: Schaefer Marketing Solutions
Published: 2019-02-02T00:00:00+00:00

8. Consider the first-move advantage.

If your customers expect you to take a position to align with their values and you don’t, that is, in effect, taking a stand.

It may also make you vulnerable. What’s the risk of not taking a stand on an issue and then having your competitor roll out a meaning-based campaign?

Nike made a bold move. Would a values-based marketing campaign by a competitor like Adidas or Under Armour seem unoriginal, or even desperate?

There are only so many “values” to go around. American Eagle’s research led them to a highly focused strategy supporting gun control and civil liberties. I don’t think a competing retailer in their category could now mimic their aggressive and consistent strategy. AE is owning the hearts of core customers by aligning with their values and by being the first to do it.

I want to emphasize once again that I’m not being prescriptive. You have to make the right decisions for your business. I’m just laying out the options.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.