Marketers inherently know it’s easier to tell a story than sell someone on the key features and benefits of a product or service. As Seth Godin points out in All Marketers Are Liars, good stories “engage the consumer” and “appeal to our senses.” Yet the best story in the world may fall on…
Continue reading "Know Your Audience When Telling Stories"Posts Tagged ‘authenticity’
Tuesday, September 14, 2010
Wednesday, January 31, 2007
Forget Star Wars… Welcome to Gem Wars!
Would you pay 15% more for a diamond dug from the ground over a similar and sometimes more flawless diamond produced in a lab? Some marketers are betting you will. Welcome to “Gem Wars”…!
There’s a fight brewing between producers of lab-grown diamonds and diamonds dug from the ground–an…
Continue reading "Forget Star Wars… Welcome to Gem Wars!"Thursday, January 4, 2007
Pursuit Of The Authentic
A Jackson Pollock painting is auctioned and sold in November 2006 for $140m. Michael Graves’ teakettle 9093 sells briskly for $145, while its limited edition predecessor sells for $25,000. Al Yeganeh’s seafood soup sells for $30 a quart. What gives and what do all these examples have in common…?
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