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Μύθος Νο 2

Attack your competitors’ weakness with your marketing.

You must attack your competitors’ strengths. After all that’s why their clients buy from them. They overlook their weaknesses. You need to attack the weakest strength first. That’s what Jack-in-the-Box is presently trying to do to McDonalds & Burger King with the “we won’t make it until you order it”. Suggesting that by using heat lamps and microwaves the competitors’ fast food is inferior and not as fresh and tasty as Jack-in-the-Box’s.

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Μύθος Νο 1

The best product or service will win. Not so!
If that’s the case, why do we use VHS tapes instead of Sony Beta tapes? The Beta was superior technically. It’s now gone, ancient history. What wins in marketing is the perception in the prospects mind. Perception is reality. Most people are quite sure their perceptions are correct. When Coca Cola introduced the “new” Coke it failed miserably. It was a problem with “perception”. Even though Coke had performed over 200,000 taste tests and new Coke had won hands down. Today “new” Coke is also ancient history. In peoples’ minds, Coke was better than “new” Coke. The lesson - if you intend to change people’s minds you had better have deep pockets. Another case in point: The Energizer Bunny - $5 billion dollars spent on ads and still 45% of the time people buy the wrong batteries, while thinking they’re getting “bunny” batteries.