opportunity 19 of 150 Few things in marketing are more important than precisely identifying, and thoroughly understanding, your market. The best basis for a competitive advantage is understanding your market better than anyone. The truth is important, but it is not enough. The truth underpins every great brand, but it is not enough to create […]

opportunity 19 of 150 Few things in marketing are more important than precisely identifying, and thoroughly understanding, your market. The best basis for a competitive advantage is understanding your market better than anyone. The truth is important, but it is not enough. The truth underpins every great brand, but it is not enough to create a great brand. The truth is reassuring but you may be the only one who knows it. In developing a marketing strategy, the best starting point is authenticity. That, in turn, involves being truthful and having an attractive truth to promote. The fact is, however, no one ever purchased anything based entirely on the truth. Purchases are made on the basis of a range of factors – with one of the most important being the perception of truth. Further, a perfect alignment of the truth and perception is rare. As noted previously, I have all…