The Unconventionals by Mike O’Toole

Author:Mike O’Toole
Language: eng
Format: epub
Publisher: Sourcebooks
Published: 2019-08-29T19:20:10+00:00

The PJA Change Ladder

For just a second, think about where you are on this ladder.

If you’re like most marketers, you invest most of your time and money on the first step. Maybe you’ve launched a new product or entered a new market, but you’re not getting credit for it. People aren’t aware, and they should be. Or your customers are playing an old tape, so you have to change perceptions and assumptions. This is understandable—we get paid to drive awareness and revenue. But the best way to change the fortunes of your brand is to aim higher, as a few quick examples from The Unconventionals will illustrate.

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