Earlier this month, the legendary marketing strategist Jack Trout passed away. Along with his business partner, Al Ries, the consummate ad man made the notion of ‘brand positioning’ the holy grail of successful marketing.
Their book, published in 1981, ‘Positioning: The Battle for Your Mind’ became a clarion call for businesses large and small: To win, occupy a space where your competitors aren’t. And that space is in the consumer’s mind.
I always enjoy explaining retargeting to a person who is unfamiliar with the term. Usually, as soon as I begin explaining it a light bulb goes off and they realize that they have experienced retargeting. My favorite response was from my mother when I explained to her how retargeting works- “So Talbots doesn’t just serve me ads because they think I look good in their clothes?”
Social Proof is a really fun buzzword, but what it stands for is your brand’s social street cred. It’s the equivalent of being the new kid at school and getting the popular kid to sign your yearbook. When other people find out, everyone is going to want to tell you to have a nice summer. Social Proof removes fear for consumers by showcasing a friend’s endorsement or activity and shortens the path for acquiring a new fan for brands.