More than, rather than more of.

20th century  marketing tools have their place, in the 20th century; they will be progressively less effective as we progress through the 21st. Mass media, mass distribution, superficial differentiation,  and all the rest are failing to excite in the 21st.

You need to do more than, not just more of.

Apple has done a great job over 30 years, and particularly the last 10 of engaging consumers, often to the point of illogical connection  to and engagement with, the brand, and they have done it again with their “friend store” designed to ensure once you become an Apple user, you  do not leave.

Contrast Apple to the boring, sterile, and just plain ordinary marketing executed by their competitors in computing, telephony, and music devices, and the value of “more than” becomes obvious. Apple in fact sells things that do not really fall into these simplistic manufacturing designated categories, they redefine the boundaries of their products, and the way they market by being committed and passionate, as well as different.

As you consider how to attack the challenges of the new year, think “more than” rather than just more of the same.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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