Other common marketing advice that fits into this:
Set up a “bad guy” that you’re against
If you’re in a crowded category, either
Create a new category (e.g. rationality)
Set yourself up as an alternative to number in a category (Pepsi)
Become number one in the category (Jetblue?)
It’s better to provide value that takes away a pain (painkillers) than that adds something that was missing (vitamins)
Other common marketing advice that fits into this:
Set up a “bad guy” that you’re against
If you’re in a crowded category, either
Create a new category (e.g. rationality)
Set yourself up as an alternative to number in a category (Pepsi)
Become number one in the category (Jetblue?)
It’s better to provide value that takes away a pain (painkillers) than that adds something that was missing (vitamins)