MARKETING IS NOT A DEPARTMENT—IT'S THE STORY OF HOW YOU CREATE DIFFERENCE FOR YOUR CUSTOMERS. We spent $500 billion globally on advertising in 2013. Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to. We've come to believe that the way to succeed is to have an advantage—by being different or better, more visible, or just plain louder. What if, instead of finding ways to be one step ahead of your competition, you could build and market your business to give people a reason to choose you? What if you could completely reinvent a category or experience? What if you could stop trying to beat the competition, and become the competition? 'Difference' lifts the lid on how brands like Airbnb, Uber and Apple have succeeded by creating difference and gives you a new one-page method for reimagining your business and reinventing your marketing. It helps you to recognise opportunities that create value, to develop products and services that people want, and to matter to your customers.
Difference - The one-page method for reimagining your business and reinventing your marketing
Bernadette Jiwa
CreateSpace Independent Publishing Platform
2014
110 páginas
3h 40m
ISBN-13: 9781494842710
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Bernadette Jiwa
BERNADETTE JIWA was born into a house with no books and a home full of stories, in Dublin, Ireland. She migrated to the UK in the 1980s, raised three sons with her husband, and now lives in Melbourne, Australia. She is the creator and leader of The Story Skills Workshop--a program that has taught thousands of people to harness the power of their everyday stories.
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