MEJO 137 Chapter 3: MEJO 137 - Sullivan Ch 3 notes
Document Summary
Examine current positioning of product or brand: 2. Develop deep understanding of client"s business: do the factory tour, ask a million questions, 3. On the other hand, there"s value in staying stupid: you start to think like the client instead of fresh new ideas, 4. Get to know the client"s customers as well as you can: read everything strategists gives you, 5. Ask yourself what would make you want the product: 7. Imagine a day in life of your customer: ux person (user experience, 8. Idea might be in one of those steps: 9. Do a straight-on us vs them approach: 2. show life before and after product, 3. Is there a compelling story about heritage behind brand: 4. Can brand dispense smart advice about whole category: 5. Can you turn perceived negative attribute of your product into positive: 7. Can you demonstrate on camera or online product"s superiority: 8.
