MarketingDojo#80: ⏪ Hitting the Rewind: Must-Reads 📚
Best of Marketing Dojo - Deconstructing Value, Modern Positioning, 3% Innovations and Memes.
Hello Everyone,
Welcome to the 80th issue of The Marketing Dojo!
I'll be honest—this is one of those newsletters I almost didn't write. The past couple of weeks have been crazy at work. My average sleep time over the last seven days has barely hit 4.5 hours!
Recognizing the need to slow down, I finally took a weekend to do nothing, and it felt amazing.
While I recharge for the next issue, I wanted to leave you 5 past reads that I hope will spark your marketing love.
1. Deconstructing Value:
Delivering customer value can feel abstract, but what does "value" really mean? Bain's value pyramid breaks it down into controllable elements and is one of my favourite frameworks. Check it out.
2. Generating Demand:
I love demand generation work, but it looks so different depending on the customers, market and product context. This handy framework is a quick and easy way to determine your marketing channel. Original source.
3. The 3% Rule for Creativity
Brands walk a tightrope between reinvention and staying too familiar. Fashion designer Virgil Abloh's 3% innovation rule suggests that a minor 3% tweak can lead to something new without overwhelming the customers. Dive into the concept here.
4. “Obviously awesome” positioning.
I re-read April Dunford's fantastic book on positioning last week.
Why? Because positioning problems happen far more frequently than you expect. I am planning a version of a positioning workshop using all of April Dunford’s work. I especially find myself reaching out for her positioning template.
Read more about it here.
5. Meme-time:
It's not a template, but it's definitely my favourite meme. The life of a marketer is a curious one.
Marketing (and marketers) are perceived differently across the company's various divisions - some see us as attention hoggers, others as money guzzlers, and worse, some see us as prehistoric.
Our agency partners often sense that we suffer short-term memory loss, toggling between awareness and performance in the same brief.
But we marketers have so many more exciting traits. Excellent crisis management skills being one.
That’s all from this sleep-deprived marketing fanatic this week. I will see you around next week with lots of new stuff.
Please drop in your comments below. Any feedback - good, bad or ugly is welcome.
Ciao,
Garima Mamgain