Especially in hard financial times it is important to remind ourselves that marketing is NOT about selling stuff, it’s about giving the participant a reason to buy stuff:
- 1. It’s not about selling, it’s about buying.
2. There has to be a reason to buy something, an incentive
. The incentive is the brief.
So start using your most important tool: Ask why? According to Charles Tilly, in his book “why?” Toyota has it in it’s strategies to ask why? Five times to get to the core of things
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