KISS Is Not a Rock Band

John R. Bell

Chapter 6 in Do Less Better, 2014, pp 133-154 from Palgrave Macmillan

Abstract: Abstract Thirty years ago, I read Theodore Levitt’s classic, The Marketing Imagination. In the book, the renowned marketing professor said there was no such thing as a commodity, only people who think like commodities. I stopped using the “C” word. So should you. Differentiation is still the name of the marketing game. Distinction in service, image, and promise allows a brand to occupy a piece of your busy mind. More importantly, it is that brand’s raison d’être, its reason for being, that causes you to think of it when you are ready to shop. This is the brand that goes into your virtual shopping cart. Should you decide to edit your cart, the marketer is hopeful that you will increase the quantity before proceeding to checkout.

Keywords: Social Medium; Baby Boomer; Brand Equity; Line Extension; Brand Personality (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-45278-8_7

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DOI: 10.1057/9781137452788_7

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