See Andy's other stuff:
If you want people to talk about your stuff, then you need to pick one thing to be.
Answer this: "It is the ______."
Not: "It is _____ AND ____"
A brand can’t be two things. You have to be the one.
Prius is Hybrid.
Camry is a family car, and also (sometimes) a hybrid.
Accord is a family car, and also (sometimes) a hybrid.
Prius wins. It will always by the one true hybrid.
Read these Al Ries classics (in this order): The 22 Immutable Laws of Branding, Positioning, and Focus
My company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world's biggest companies, including SocialMedia.org.
I teach word of mouth marketing. My New York Times bestselling book, Word of Mouth Marketing: How Smart Companies Get People Talking, is full of practical, how-to tips on how you can get more people talking about you tomorrow. Learn how to rally fans for your business, your art, or your cause.
Book site | Amazon
I taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business. I’m a serial entrepreneur who founded and advises startups and nonprofits. And I’m a rabid purist on the topic of marketing ethics.
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