Posts Tagged ‘guerilla marketing’

How to Out-Maneuver Goliath’s Lawyers

Tweet What happens when Goliath maneuvers you into court? I’ve spoken to a good number of entrepreneurial groups since Killing Giants: 10 Strategies to Topple the Goliath In Your Industry launched in March, and this question has come up a few times. Giants have more lawyers than you do, can afford to spend more legal […]

Parasite branding: How to Get Your Product in Front of Millions – and Not Pay a Dime

Tweet The secret of free advertising is making your friends look better. What held true in your college years apparently still works wonders in marketing today. The halo effect of hanging around with the right people and making them look good tends to rub off on lucky you. We’re all being asked to do more […]

The 3 Hidden Gems in the Pepsi Challenge: More Notes from My Conversation with Sergio Zyman

TweetMy interview with Sergio Zyman on the Pepsi Challenge is included in my upcoming book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, to be published on March 31, 2011 by Portfolio. Join my advanced notice mailing list here.   “The brilliance of the strategy was that they were filming these people […]

Abandoning Your Competition (and Taking Your Customers With You!)

TweetConvincing your customers that they’re doing it wrong is often an uphill battle. We’re all resistant to change. And when your customer base is comprised of highly educated people who are in positions of authority, this becomes even harder. How do you teach these hard to persuade experts that there’s a better way? You let everyone […]

Note to CMO: Contrast, Framing, and the Cynic

Tweet“Our Assumptions Determine Everything.” Monimus the Cynic The Cynic was right. Our assumptions determine everything, from the prices of commodities to whether we like the third ad concept the agency has shown us. What comes first is our frame of reference; what follows either looks bigger or smaller by comparison, depending on where our understanding […]