MKTG 301 Lecture Notes - Lecture 9: Malcolm Gladwell, Diet Pepsi, Horseradish
Document Summary
To (target audience), (brand name), is the brand of (competitive framework) that (point of difference) because (reason why). Adds credibility, accreditation: sell is the sizzle, reason to believe is the steak, brand character: personality (creating a persona) Brand positions help us communicate this market driven strategy. Next class we are talking about pricing so bring a calculator. As a recap, to day was about continuing o ur co nve rsation about step 2 of the marketing. Proce ss: designing a custo me r drive n marketing strate gy. Fro m our discussion today, i e xpe ct yo u to have a wo rking kno wledge o n: As a reminde r, yo u have yo ur ne xt iola due ne xt tue sday. The case will be co me available at 8am on tue sday and will be available until 11:59pm.
