Requisite Credibility = Trust + Expertise.
TRUST is built by acquiring and demonstrating at least the following four traits:
Honesty
Confidentiality
Consistency
Willingness to change
It is not within my sphere of influence to help you acquire these four traits – it is really up to you as an individual to build for your brand or your business. The [...]
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From Levitt.
People do not actually buy gasoline. (…) What they buy the right to continue driving their cars.
http://drcontrarian.blogspot.com/
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Levitt continued:
One of the greatest enemies of this knowledge [ i.e knowing what makes a firm successful] is mass production.
http://drcontrarian.blogspot.com/
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More from Levitt.
Not since John D Rockefeller sent free kerosene lamps to China has the oil industry done anything really outstanding to create demand for its product.
(A strategy followed mobile phones in more recent times, but very few industries/ companies have the courage to actually create demand, isn’t it?)
(I wonder what he’d think of [...]
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Levitt:
The belief that profits are assured by an expanding and more affluent population is dear to the heart of every industry. It takes the edge off the apprehensions everybody understandably feels about the future.
http://drcontrarian.blogspot.com/
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Continuing on from Levitt…
‘The history of every dead and dying “growth” industry shoes a self-deceiving cycle of bountiful expansion and undetected decay.’
Amen. The more things change the more they remain the same.
http://drcontrarian.blogspot.com/
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Been quiet (if anyone cared) for a whole range of reasons - mostly business. But I thought it was time to go back to basics, and extract some words of wisdom from the Father of Marketing - Theodore Levitt. Over the next few days, I will extract some sound bites (or whatever the written equivalent [...]
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