Tag: michel fortin

Why Less is Often More – The Power of Focus

September 23rd, 2009   •   2 comments   

Should we strive to be all things to all men in marketing? Or would it be better to focus on a few products and zoom in on specific areas of strengths?

From what I have read lately, being narrow-minded may be preferred to being broad-minded. Well at least when you are pitting yourself against goliath.

To understand this issue better, let us first look at the phenomenon of creating brand halos, a term coined by Al Ries. Also known as the father of the positioning strategy in marketing together with Jack Trout, Ries explains how the discipline of psychology can be applied to marketing. According to him, “…If psychology is the systematic study of human behavior, then marketing is the systematic study of human behavior in the marketplace.”
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