Published on April 10, 2008
LAW OF FOCUS
You burn your way into the mind , by narrowing the focus to one word or concept . “ The Ultimate Marketing Sacrifice ”. LAW OF FOCUS
FEDEX was able to put the word into the mind overnight! FedEx sacrificed product line . Focused on overnight packaged delivery only.
FedEx sacrificed product line .
Focused on overnight packaged delivery only.
Most powerful concept in marketing is… … owing a word / concept in the mind! But the word that leader owns, is so silent , simple & invisible , that it stands for the category!
TEST THE VALIDITY OF LEADERSHIP CLAIM WITH WORD ASSOCIATION…THEIR NAME BECOMES GENERIC !! SCOOTER INJURY TAPE SEARCH ENGINE DETERGENT COOKING OIL MP3 MP4 PLAYER SCRATCH TAPE COPIER UNDER GARMENTS SUV ADHESIVE NOODLES PRESSURE COOKER PORTABLE MUSIC PLAYER
Heinz owns the word ketchup in mind ! Heinz is perceived to be the slowest ketchup in the west – Emphasizing the thickness attribute! The word slow helps Heinz, maintain 50% market share .
IF NOT A LEADER THAN FOCUS HARD You become a leader , when you reduce the scope of your operations.
Find a word Create a new category Have follower brands You are now a leader. You have made a new category, look very important. You have impressed people.
You are now a leader.
You have made a new category, look very important.
You have impressed people.
Once you have a word , you have to go out of way to protect it !
For years, BMW has been… the ultimate driving machine! BMW decided to broaden the product line & chase Mercedes Benz with the large 700 Series Sedan .
But how could a living room on wheels , be the ultimate driving machine ? Things started downhill for BMW UNTIL they changed tactics , introduced small BMW & emphasized driving again! ( Regained their focus )
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