One of my favorite bloggers, Nilofer Merchant, is on to something here…
People buy two categories of things.
The distinct. And the generic.
The distinct items are the things that have a limited commodity, that are artisan in nature, that are worth paying a premium for. They stand out for some reason. The generic items are, well, the things you find on Amazon.
If I start to describe a pink, ever-in-motion bunny, you know the brand of battery. [________]
You have recall because that distinct advertisement cemented something uniquely. For anything to be powerful in the marketplace, it has to be seen and remembered. No one can select it, when they can’t recall it.
Go to the source if you’d like to read the rest of Nilofer’s post and be sure to subscribe to her newsletter while you’re there – she rocks!!!
Related articles
- Nilofer Merchant knows how to create a culture of Innovation (predictablesuccess.com)
- No. Thank You. (nilofermerchant.com)
- Turning into a Nilofer Merchant fan (davidrajakovich.wordpress.com)
