BrandWorks University – unlearning some textbook myths

I’ll be talking at BrandWorks University, May 23-25, 2011.  Madison, Wisconson, USA.

See the short video trailer here.  It talks about 4 popular marketing myths:

1. That customers care deep about brands, or that it is marketing’s job to strive to make them care about our brand (not just buy it).

2. Thou shalt target.

3. Rival brands have different appeal so they therefore sell to different types of people, or for different situations.

4. 80/20 law.

Scientific investigation of the real world explodes these myths, yet they linger in textbooks and are often portrayed as modern marketing.

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