Traditional marketing is not focused on creating new categories. Traditional marketing is focused on creating new customers. Traditional marketing in… - Al Ries
" "Traditional marketing is not focused on creating new categories. Traditional marketing is focused on creating new customers. Traditional marketing involves finding out what consumers want and then giving them what they want, better and cheaper than the competition.
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Take facsimile, for example. Over the past two decades, the facsimile has become an indispensable part of every company’s communication portfolio. Americans will send 65 billion pages of faxes this year, more than 230 per person. And 50 percent of all international telephone calls are now fax calls.
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With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.
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