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Narrow Positioning: How Saying No To Some Customers Increases Your Chances of Winning Big
In 1982, programmer John Walker decided to make a big bet. His friend Michael Riddle had a computer-aided design (CAD) program that he struggled to sell. But Walker believed in the idea. Designers who worked on complex projects —like engineers and architects— needed precise measurements. And...- Hoca
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- Forum: Network hardware
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The Goal Gap: How The Clash Between Business And Customer Goals Kills Brands (And How To Avoid It)
In 1977, British Rail decided to do something about declining passenger numbers. Their executives couldn’t find a clear reason why results were getting worse. So they blamed marketing and decided to change their advertising agency. And as it’s a huge company, all advertising agencies in the UK...- Hoca
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- Forum: Network hardware
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Why Customers Want Freedom *From* Choice (And How You Can Provide It To Sell More)
It’s Friday night. You finally have a chance to relax on your sofa after a long week. You decide to watch a movie with your partner. So you get some snacks and open Netflix to choose a movie to watch. You have a quick look at Netflix’s suggestions. Nothing interesting. So you scroll to the…...- Hoca
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- Forum: Network hardware
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How The Curse Of Knowledge Ruins Brands’ Value (And How To Avoid It)
In 2007, two MIT students —Drew Houston and Arash Ferdowsi— created a solution to a modern problem. Laptops and smartphones were becoming more common. And they realized people needed a simple way to access their files from different devices. So they developed an app that allowed users to store...- Hoca
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- Forum: Network hardware
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3C Analysis (Customer): How to Make Your Brand Something Customers Want
We’ve talked about the 3C’s that drive a brand’s positioning in our Profit-Led Branding Framework: Company, Competition, and Customer. In this article, we’ll look into the last C: Customer. There are two parts of Customer Analysis. We’ll cover the “What are our customers trying to achieve?” part...- Hoca
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- Forum: Network hardware
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How Goal Dilution Kills Your Brand’s Believability (And How To Avoid It)
In 1996, two Stanford Ph.D. students Larry Page and Sergey Brin realized the largest internet search engines were doing it wrong. Yahoo and MSN manually curated sites like a directory. So you could only search for certain things. AltaVista had a slightly more advanced algorithm. It ranked sites...- Hoca
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- Forum: Network hardware
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12 Differences Between B2B Product vs. B2B Service Businesses (And Why They Matter)
There are key differences between B2B product (e.g. software) vs. B2B service (e.g. consultancy) businesses: All these differences impact how to position the brand, what messages to convey to the market, and how to attract potential customers. Obviously, some other factors affect these...- Hoca
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- Forum: Network hardware
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Category Ladders: How to Get Buyers To Think Of Your Brand First
What brands come to your mind when you hear “accounting firms”? You can probably list 3-4 brands. First, you’d think about Deloitte. Then you’d continue with the other ones you know, like PwC, Ernst & Young, your own accountant, etc. The same applies if I tell you “toothpaste” or “energy drink.”...- Hoca
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- Forum: Network hardware
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Brand Ideology: Why Your Brand Needs An Ideology To Stand Out (And How To Develop One)
Think about it. How come some brands have passionate believers like political parties? People even do irrational stuff for some brands. Like getting into a line at 5 a.m. to buy products or defending it against negative comments online as if somebody cursed their mother. It’s almost like some...- Hoca
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- Forum: Network hardware
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Why Buyers Are Becoming Immune To “Push” Marketing (And How To Do It Right)
You know about this. Marketing tactics fall into two categories: push and pull. “Push” tactics are interruptions. They interrupt a potential buyer and ask for an action. Meanwhile, “pull” tactics are the opposite. You make buyers come to you by offering them content they might be interested in...- Hoca
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- Replies: 0
- Forum: Network hardware