New Business Rules
1) PRODUCTS are controlled environment. If you have money you make a product
2) But Products are like a Body without a Soul
3) Brand completes a Product
4) Product is established in the external world
5) Brand is established inside the minds of the Target Audience
6) Land, machinery, labor, capital may be expensive but are possible
7) To own a piece of mind of everyone in the TG beyond our control at times and prohibitively expensive
8) To make a mark inside the head, one needs to invest in a Branding exercise
10) These are expensive propositions & do not guarantee success
11) However, brands can occupy the human mind if one can uniquely position the brand
12) The head only allows 2 to 3 brand within a category-Coke or Pepsi
13) To make a mark and find a place inside the had look for vacancy
14) A natural Ayurveda drink that gives energy is a new positioning that may work well in case the common positions are already occupied
15) Creativity and Positioning are key tools to enter minds
16) Positioning is nothing other than Context Setting
17) Content and Context are thus the 2 Cs of Marketing
