Sometimes people ask of me,
How do I know what I should be?
As I grow up,
Before I'm old,
What is my path?
Can it be told?
When I was young,
My Dad would say,
Work is hard, it isn’t play,
Your path in this,
Cannot be told,
It comes to you,
It just unfolds.
Others would speak,
Of a five-year plan,
Do you know where you’re going?
Are your goals all in hand?
Take the right job,
To get to that place,
That spot in the distance,
That you’ve crafted, that space.
I tried that,
The planning, the charting my way,
But something unexpected would always appear,
Throw me off balance,
Fill me with fear.
Then what should I do?
With the plans that I’d made?
Was all lost, all for nothing?
Have I failed, have I strayed?
Over time, I’ve decided,
That thinking of work,
As a rigid, unchanging, plan with a goal,
Is a hardship and a burden,
And no way to feed a soul.
Work should be fun,
Work should fuel you,
Work you enjoy,
Is work you’ll look forward to.
So instead now I say,
Forget the long distance, forget the planned path,
Instead decide what works for today.
What makes you happy?
What do you like?
What keeps your mind active,
In the middle of the night?
What would you do if you weren’t being paid?
If you had extra time, where would your energy be laid?
How can you make decisions,
About a future far away?
No need to worry about tomorrow,
When you’re living fully in today.
The career of the future,
Will be to shape, to learn, to play.
It will be discovering along the way.
It’s a long and winding journey,
Along a path sometimes unseen,
But this way, looking behind you,
You’ll feel good about where you’ve been.
Saturday, May 21, 2011
Wednesday, May 18, 2011
Item #45: Why Marketing Can Be, By Definition, Authentic
Prepared for the Canadian Marketing Association, May 2011
I was recently in a room with some industry folk whereby I stated that marketing is not some manipulative discipline designed to aggressively and unethically sell people things they don’t need. I told them I had always considered that marketing is more simply about making people aware of options and related information about those options to aid in the mandatory decision making that takes place in the purchase process. I don’t know, maybe I sounded all naïve and idealistic (wouldn’t be the first time I was accused of that) but I really do believe that to be true.
Fundamentally, I believe that marketing is about conveying accurate ‘information about products, services or brands’, for those people who are interested. And furthermore, I believe good marketing makes that conveying of information enjoyable for the interested party. And that when you add these things together, you get marketing that is, by definition: Authentic.
Let me explain a little more what I mean about ‘information about products, services or brands’:
Consumer Joe has to navigate the world of purchasing on a daily basis. What kind of alarm clock will waken him, what shampoo will he use, what milk goes on his cereal, what car does he drive, what service provider powers his smartphone, what band does he listen to, what food outlet does he frequent for lunch, what supplier to use at work, what beer to drink at the end of the day, what camp to book his daughter into for summer and I could go on and on and on…
Every day, in every way, consumer Joe’s attention and time is spent consuming. And every consumption decision requires an evaluation of what to consume, from an ever increasing number of options. So how does each and every one of those decisions get made? Well, perhaps he chose it cause it was the cheapest. Or because it would be most reliable. Perhaps it was because it was locally produced. Or the one which did no wrong to its workers. Perhaps it was the one with the most appealing packaging. Perhaps it was one he had the most personal experience with. Or the one that makes the least impact on our physical world. Perhaps it’s the one that gives back financially to support social or charitable causes. Or perhaps it’s was the sexiest, fastest, most posh, most elitist option. Perhaps it’s the one his family has chosen for decades. And I could go on and on and on.
For varying reasons, reasons that vary from product to product, situation to situation and even day to day, consumer Joe makes his purchase decisions.
So how does a product, brand or service navigate within this chaotic consumer behavioural environment?
Option 1: Try to define the largest segment of potential buyers or some niche select subset of that buyer group, and define them as your ‘target market’. Seek to understand the drivers of behavior for this now defined target market. Craft a message about your product, service or brand that will be appealing based on what you’ve come to understand. This is the option that has the potential to slide down the slippery slope of becoming ‘manufacturing information about your product, service or brand to try to appeal to your defined target market to try to get them to buy your product, service or brand’.
Option 2: Consider your product, service or brand as an organism: a living, thinking thing. A living, thinking thing with strengths (and weaknesses), with beliefs and values, with a vision and a philosophy. Uncover them, capture them. They exist. Then be a product, service or brand that authentically lives those strengths, beliefs, and values. As a means of growth and development, build on that vision and that philosophy, as a product, service or brand. Then let this naturally attract interested people in the authentic merits of your offering.
Option 2 is where authentic marketing naturally occurs. A product, service or brand seeks to uncover and capture the qualities that define it. It prepares that ‘information about the product, service or brand’ for the attention of interested parties. And then if the product, service or brand is really good, it crafts its communication creatively to be enjoyable for the consumer’s consumption.
Good Example 1. Old Spice. Knows what it is, and isn’t trying to be something it’s not. And communicates it in an utterly entertaining way.
Good Example 2: Van City. Knows who it is, and isn’t trying to be something it’s not. And communicates it in an utterly entertaining way.
So, I’m going to go right back to the beginning, to that naïve, idealistic place where I stated that marketing can be about simply conveying ‘information about products, services and brands’ to interested parties. And doing it in an interesting way.
That’s Authentic. And I believe that can be Marketing.
I was recently in a room with some industry folk whereby I stated that marketing is not some manipulative discipline designed to aggressively and unethically sell people things they don’t need. I told them I had always considered that marketing is more simply about making people aware of options and related information about those options to aid in the mandatory decision making that takes place in the purchase process. I don’t know, maybe I sounded all naïve and idealistic (wouldn’t be the first time I was accused of that) but I really do believe that to be true.
Fundamentally, I believe that marketing is about conveying accurate ‘information about products, services or brands’, for those people who are interested. And furthermore, I believe good marketing makes that conveying of information enjoyable for the interested party. And that when you add these things together, you get marketing that is, by definition: Authentic.
Let me explain a little more what I mean about ‘information about products, services or brands’:
Consumer Joe has to navigate the world of purchasing on a daily basis. What kind of alarm clock will waken him, what shampoo will he use, what milk goes on his cereal, what car does he drive, what service provider powers his smartphone, what band does he listen to, what food outlet does he frequent for lunch, what supplier to use at work, what beer to drink at the end of the day, what camp to book his daughter into for summer and I could go on and on and on…
Every day, in every way, consumer Joe’s attention and time is spent consuming. And every consumption decision requires an evaluation of what to consume, from an ever increasing number of options. So how does each and every one of those decisions get made? Well, perhaps he chose it cause it was the cheapest. Or because it would be most reliable. Perhaps it was because it was locally produced. Or the one which did no wrong to its workers. Perhaps it was the one with the most appealing packaging. Perhaps it was one he had the most personal experience with. Or the one that makes the least impact on our physical world. Perhaps it’s the one that gives back financially to support social or charitable causes. Or perhaps it’s was the sexiest, fastest, most posh, most elitist option. Perhaps it’s the one his family has chosen for decades. And I could go on and on and on.
For varying reasons, reasons that vary from product to product, situation to situation and even day to day, consumer Joe makes his purchase decisions.
So how does a product, brand or service navigate within this chaotic consumer behavioural environment?
Option 1: Try to define the largest segment of potential buyers or some niche select subset of that buyer group, and define them as your ‘target market’. Seek to understand the drivers of behavior for this now defined target market. Craft a message about your product, service or brand that will be appealing based on what you’ve come to understand. This is the option that has the potential to slide down the slippery slope of becoming ‘manufacturing information about your product, service or brand to try to appeal to your defined target market to try to get them to buy your product, service or brand’.
Option 2: Consider your product, service or brand as an organism: a living, thinking thing. A living, thinking thing with strengths (and weaknesses), with beliefs and values, with a vision and a philosophy. Uncover them, capture them. They exist. Then be a product, service or brand that authentically lives those strengths, beliefs, and values. As a means of growth and development, build on that vision and that philosophy, as a product, service or brand. Then let this naturally attract interested people in the authentic merits of your offering.
Option 2 is where authentic marketing naturally occurs. A product, service or brand seeks to uncover and capture the qualities that define it. It prepares that ‘information about the product, service or brand’ for the attention of interested parties. And then if the product, service or brand is really good, it crafts its communication creatively to be enjoyable for the consumer’s consumption.
Good Example 1. Old Spice. Knows what it is, and isn’t trying to be something it’s not. And communicates it in an utterly entertaining way.
Good Example 2: Van City. Knows who it is, and isn’t trying to be something it’s not. And communicates it in an utterly entertaining way.
So, I’m going to go right back to the beginning, to that naïve, idealistic place where I stated that marketing can be about simply conveying ‘information about products, services and brands’ to interested parties. And doing it in an interesting way.
That’s Authentic. And I believe that can be Marketing.
Tuesday, May 10, 2011
Item #44: Guest Post - Bringing Love to Life
This will be a rare emotional chapter of Curated. My sister's guest post today is about that irrational thing called love. That head in the clouds thing called love. That shake your head and roll your eyes thing called love that works. My sister and her husband have experienced a transformational personal experience over the last 8 years. They have truly brought their love to life. And while everyone's way is unique, here today, she shares her personal secrets of success.
Bringing Love…to Life.
by Tammy
Being a couple in life is challenging. I have spent the past eight and a half years navigating the waters of my relationship. Some days the waters are rough, and some days, they are calm and enjoyable. I believe that the success of my relationship is found in the movements of the changing waters. It’s found in the moments that throw us off course. My husband and I have shared moments of drifting, where the wind takes us places we weren’t prepared for. This is how we survive:
1) We believe in each other, and never waiver on that. Being unable to do something is not even on our radar; our faith in each other gives us the strength to carry on.
2) We encourage each other to go after the things we dream about, even when we think they are out of reach, because what do we have, if we don’t have dreams or goals?
3) We have learned, together, that disagreements don’t mean the end. They are bumps in the road, or changes of course, and should be approached with the idea that they teach us something. Something about ourselves, something about each other or something about what we want out of our lives. Disagreements are good, because they help us to stay on our chosen path. They redirect us when we’ve lost our way.
4) We never give up, on ourselves, on each other or on us. We often discuss our life together. Where we came from, where we are, and where we want to be. We understand that we are only human, and can make mistakes and that while sometimes mistakes can hurt, they can teach us a whole lot too. Ultimately, we want to be in each other’s lives, and it’s that want, that desire that pushes us to keep going and sort things out, even when things seem irresolvable.
5) We love each other. Fully and completely. We shower each other with love. Our love has not strings, it depends on nothing. We never hang up the phone, go to bed, or start the day without saying “I love you”.
Our relationship works because we don’t try to be anything that we are not. In the early stages, we both had a take me as I am, or leave me policy. We change not because we feel we need to, but because we continue to grow together, and we want to be a better person for each other. My husband has shown me that love has no boundaries, and no expectations. It cannot be forced, or contrived. It just is. And when you meet the person who can complete you, only then does love bring you to life.
Bringing Love…to Life.
by Tammy
Being a couple in life is challenging. I have spent the past eight and a half years navigating the waters of my relationship. Some days the waters are rough, and some days, they are calm and enjoyable. I believe that the success of my relationship is found in the movements of the changing waters. It’s found in the moments that throw us off course. My husband and I have shared moments of drifting, where the wind takes us places we weren’t prepared for. This is how we survive:
1) We believe in each other, and never waiver on that. Being unable to do something is not even on our radar; our faith in each other gives us the strength to carry on.
2) We encourage each other to go after the things we dream about, even when we think they are out of reach, because what do we have, if we don’t have dreams or goals?
3) We have learned, together, that disagreements don’t mean the end. They are bumps in the road, or changes of course, and should be approached with the idea that they teach us something. Something about ourselves, something about each other or something about what we want out of our lives. Disagreements are good, because they help us to stay on our chosen path. They redirect us when we’ve lost our way.
4) We never give up, on ourselves, on each other or on us. We often discuss our life together. Where we came from, where we are, and where we want to be. We understand that we are only human, and can make mistakes and that while sometimes mistakes can hurt, they can teach us a whole lot too. Ultimately, we want to be in each other’s lives, and it’s that want, that desire that pushes us to keep going and sort things out, even when things seem irresolvable.
5) We love each other. Fully and completely. We shower each other with love. Our love has not strings, it depends on nothing. We never hang up the phone, go to bed, or start the day without saying “I love you”.
Our relationship works because we don’t try to be anything that we are not. In the early stages, we both had a take me as I am, or leave me policy. We change not because we feel we need to, but because we continue to grow together, and we want to be a better person for each other. My husband has shown me that love has no boundaries, and no expectations. It cannot be forced, or contrived. It just is. And when you meet the person who can complete you, only then does love bring you to life.
Saturday, May 7, 2011
Item #43: The Great Familiarity
Prepared for the Canadian Marketing Association, January 2011.
In communications, from a strategic perspective, we spend a whole lot of our time thinking about positioning strategy, developing creative briefs and then guiding creative development. I find that objective setting most often includes “raise awareness”, “build opinion” and “improve purchase consideration”. With these priorities set, we create awareness-building media plans, craft messaging strategies that will grow brand value and put tactical traffic driving measures in place.
But of late, I am suspecting we may be overlooking a more important barrier and therefore, objective. Familiarity.
I feel like I have spent every day of the last 12 months of my life in consumer conversations. I executed more research than ever last year. And I heard something new.
I’m calling it The Great Familiarity.
Here’s what I’ve heard: “Well, I’ve had experience with Brand X so next time I’m going to just buy it again.” Or maybe, “Well I have been a Brand X person for a long time, so that’s where I’m starting, but my friends keep going on to me about Brand Y, so I will give it a look, but I’ll be honest, I’m really in the Brand X camp.”
In these discussions, we present compelling, credible, relevant and competitively distinctive reasons to look at our brand, and rationally, consumers will say “yes, we see it…but”… Fact is: most consumers are firmly stuck in the comfort zone of The Great Familiarity.
What is The Great Familiarity?
Well, in a nutshell, The Great Familiarity is a consumer mindset and behavioural state that ‘rests in the comfort of familiar satisfaction’. It is a consumer mindset that tunes out new messages, because there is little reason to attend to them. It is a behavioural state that frequents familiar brands as a routine, because it’s easier and it works.
The Great Familiarity is the outcome of a marketplace currently characterized by:
- Proliferation of Choice. Sure, choice can be a good thing, but it also adds complexity. It requires an evaluation of that choice, a wading through of yet another consumer option.
- Busy Lives. People are busy. Lives are hectic. If there were an extra minute to spare in the day, most people would prefer to spend it in conversation with a friend or child, or cuddled up next to their loved one. Not evaluating a new consumer option.
- Standardized Levels of Quality and Value. Amongst consumer products and services, the risk of a bad decision nowadays is actually quite small. Most computers, any computer will perform the task at hand, ditto a shampoo, frankly, ditto a car. There’s not much motivation to rigorously evaluate a new consumer option.
- Security of Purchase. If for some unlikely reason, it turns out that a bad purchase decision was made, it’s pretty easy these days to get out of it. Return the computer to the manufacturer, throw the vehicle up on Leasebusters, or at worst case, turn to eBay, Craigslist or Kijiji.
Addressing The Great Familiarity
I don’t have a silver bullet answer to that, but awareness-building media plans, brand value adding messaging strategies and tactical traffic driving initiatives might have limited impact. What is needed, when you are faced with the barrier of The Great Familiarity, is a clear objective to ‘Shake Up The Great Familiarity’. The core objective of the marketing strategy in this situation must be to dislodge the consumer from their existing perceptions and attitudes. It must not intrude or disrupt if you really want a positive outcome. But it must surprise, turn a head, boldly pique interest.
In short, the response to The Great Familiarity, might just be The Great Shake-Up.
In communications, from a strategic perspective, we spend a whole lot of our time thinking about positioning strategy, developing creative briefs and then guiding creative development. I find that objective setting most often includes “raise awareness”, “build opinion” and “improve purchase consideration”. With these priorities set, we create awareness-building media plans, craft messaging strategies that will grow brand value and put tactical traffic driving measures in place.
But of late, I am suspecting we may be overlooking a more important barrier and therefore, objective. Familiarity.
I feel like I have spent every day of the last 12 months of my life in consumer conversations. I executed more research than ever last year. And I heard something new.
I’m calling it The Great Familiarity.
Here’s what I’ve heard: “Well, I’ve had experience with Brand X so next time I’m going to just buy it again.” Or maybe, “Well I have been a Brand X person for a long time, so that’s where I’m starting, but my friends keep going on to me about Brand Y, so I will give it a look, but I’ll be honest, I’m really in the Brand X camp.”
In these discussions, we present compelling, credible, relevant and competitively distinctive reasons to look at our brand, and rationally, consumers will say “yes, we see it…but”… Fact is: most consumers are firmly stuck in the comfort zone of The Great Familiarity.
What is The Great Familiarity?
Well, in a nutshell, The Great Familiarity is a consumer mindset and behavioural state that ‘rests in the comfort of familiar satisfaction’. It is a consumer mindset that tunes out new messages, because there is little reason to attend to them. It is a behavioural state that frequents familiar brands as a routine, because it’s easier and it works.
The Great Familiarity is the outcome of a marketplace currently characterized by:
- Proliferation of Choice. Sure, choice can be a good thing, but it also adds complexity. It requires an evaluation of that choice, a wading through of yet another consumer option.
- Busy Lives. People are busy. Lives are hectic. If there were an extra minute to spare in the day, most people would prefer to spend it in conversation with a friend or child, or cuddled up next to their loved one. Not evaluating a new consumer option.
- Standardized Levels of Quality and Value. Amongst consumer products and services, the risk of a bad decision nowadays is actually quite small. Most computers, any computer will perform the task at hand, ditto a shampoo, frankly, ditto a car. There’s not much motivation to rigorously evaluate a new consumer option.
- Security of Purchase. If for some unlikely reason, it turns out that a bad purchase decision was made, it’s pretty easy these days to get out of it. Return the computer to the manufacturer, throw the vehicle up on Leasebusters, or at worst case, turn to eBay, Craigslist or Kijiji.
Addressing The Great Familiarity
I don’t have a silver bullet answer to that, but awareness-building media plans, brand value adding messaging strategies and tactical traffic driving initiatives might have limited impact. What is needed, when you are faced with the barrier of The Great Familiarity, is a clear objective to ‘Shake Up The Great Familiarity’. The core objective of the marketing strategy in this situation must be to dislodge the consumer from their existing perceptions and attitudes. It must not intrude or disrupt if you really want a positive outcome. But it must surprise, turn a head, boldly pique interest.
In short, the response to The Great Familiarity, might just be The Great Shake-Up.
Item #42: The Future of Marketing: Distribution, Rights and Exclusivity
Prepared for the Canadian Marketing Association, October 2010
My Prediction: The future of marketing is going to become radically more seller-led (which, as a corollary, is counter to the ‘consumer-choice’-oriented edicts of recent discussion in marketing circles). In five years, marketing will be more about: how much distribution a seller has, how many of those points of distribution a seller has rights to, and how much exclusivity a seller can carve out in those areas.
Situation 1: Distribution
Go into any grocery store today. Take any product category, cheese, for example. The consumer is presented with a range of options; this range however is NOT representative of the full range of cheddar cheeses available on the market. What is made available is a pre-chosen selection of cheddar cheeses, there for a number of reasons, such as: a) the seller paid the grocery store an incentive to be there; b) it’s a popular enough cheddar cheese that the grocery store must carry it to please their customers or c) it is the grocery store’s own private label cheese. A seller may make the most delicious cheddar cheese in the country but unless it is on those shelves, enough shelves, the right shelves, it will not sell. And securing this distribution is becoming more complex. This is Part 1 of my Prediction. That Distribution will be increasingly critical to the Future of Marketing.
Situation 2: Rights
Anyone visit the CNE this year? The CNE this year had a selection of beverages available for purchase via vending machines conveniently located in many locations throughout the grounds. All those vending machines and all the beverages within were manufactured by ONE company. No other beverage company was able to make their beverages available for vending purchase to the roaming public at the CNE this year. Consumers had a number of types of beverage available to them, but only ONE manufacturer of those beverages. This was the result of a contractual agreement between the CNE and this beverage manufacturer. The CNE likely would have derived financial benefits for this partnership because the beverage manufacturer would have compensated the CNE for these Rights. The beverage manufacturer gained a strong incremental sales channel for their beverages. This likely resulted in a mutually-beneficial partnership. As well, this meant a range of other beverage manufacturers were locked out of this selling environment. This is Part 2 of my Prediction. That Rights will be increasingly critical to the Future of Marketing.
One more quick situation here: In many cases, ‘consumer-choice’ doesn’t actually exist because it is outside of the consumer’s control, dependant instead on the acquisition of rights by a seller. Take for example wireless services. Increasingly, consumer wireless use is happening in public places like coffee shops, airports or other public spaces. Wireless sellers negotiate contracts with the spaces and consumers by default are required to use that pre-selected service provider. This situation is transferable to many other seller situations. Another example for Part 2 of my Prediction, for how Rights will be increasingly critical to the Future of Marketing.
Situation 3: Exclusivity
Exclusivity puts pressure on the dynamics of distribution because it is about sellers offering something that only they can offer. Sellers create something or acquire rights to something that consumers’ value, and then make it singularly distributable through them. For example, a Canadian fashion retailer might negotiate with a designer to create and produce a line that only they can sell, or they may go outside the country to a seller not currently distributed in Canada and negotiate to be the singular place of access for those sellers’ goods in Canada. This requires that consumers must go and can only go to Seller A in order to get access to Seller B’s wares. This is Part 3 of my Point. That Exclusivity will be increasingly critical to the Future of Marketing.
Advice for Marketers:
There is opportunity for much more focus on the ‘seller’ strategy in order to gain competitive marketing advantage.
- Look to achieve as much distribution as possible, while of course being conscious of good contextual fit;
- Strive to secure rights, especially in new distribution spaces wherever possible;
- And look for ways to build exclusivity to influence the dynamics of distribution.
My Prediction: The future of marketing is going to become radically more seller-led (which, as a corollary, is counter to the ‘consumer-choice’-oriented edicts of recent discussion in marketing circles). In five years, marketing will be more about: how much distribution a seller has, how many of those points of distribution a seller has rights to, and how much exclusivity a seller can carve out in those areas.
Situation 1: Distribution
Go into any grocery store today. Take any product category, cheese, for example. The consumer is presented with a range of options; this range however is NOT representative of the full range of cheddar cheeses available on the market. What is made available is a pre-chosen selection of cheddar cheeses, there for a number of reasons, such as: a) the seller paid the grocery store an incentive to be there; b) it’s a popular enough cheddar cheese that the grocery store must carry it to please their customers or c) it is the grocery store’s own private label cheese. A seller may make the most delicious cheddar cheese in the country but unless it is on those shelves, enough shelves, the right shelves, it will not sell. And securing this distribution is becoming more complex. This is Part 1 of my Prediction. That Distribution will be increasingly critical to the Future of Marketing.
Situation 2: Rights
Anyone visit the CNE this year? The CNE this year had a selection of beverages available for purchase via vending machines conveniently located in many locations throughout the grounds. All those vending machines and all the beverages within were manufactured by ONE company. No other beverage company was able to make their beverages available for vending purchase to the roaming public at the CNE this year. Consumers had a number of types of beverage available to them, but only ONE manufacturer of those beverages. This was the result of a contractual agreement between the CNE and this beverage manufacturer. The CNE likely would have derived financial benefits for this partnership because the beverage manufacturer would have compensated the CNE for these Rights. The beverage manufacturer gained a strong incremental sales channel for their beverages. This likely resulted in a mutually-beneficial partnership. As well, this meant a range of other beverage manufacturers were locked out of this selling environment. This is Part 2 of my Prediction. That Rights will be increasingly critical to the Future of Marketing.
One more quick situation here: In many cases, ‘consumer-choice’ doesn’t actually exist because it is outside of the consumer’s control, dependant instead on the acquisition of rights by a seller. Take for example wireless services. Increasingly, consumer wireless use is happening in public places like coffee shops, airports or other public spaces. Wireless sellers negotiate contracts with the spaces and consumers by default are required to use that pre-selected service provider. This situation is transferable to many other seller situations. Another example for Part 2 of my Prediction, for how Rights will be increasingly critical to the Future of Marketing.
Situation 3: Exclusivity
Exclusivity puts pressure on the dynamics of distribution because it is about sellers offering something that only they can offer. Sellers create something or acquire rights to something that consumers’ value, and then make it singularly distributable through them. For example, a Canadian fashion retailer might negotiate with a designer to create and produce a line that only they can sell, or they may go outside the country to a seller not currently distributed in Canada and negotiate to be the singular place of access for those sellers’ goods in Canada. This requires that consumers must go and can only go to Seller A in order to get access to Seller B’s wares. This is Part 3 of my Point. That Exclusivity will be increasingly critical to the Future of Marketing.
Advice for Marketers:
There is opportunity for much more focus on the ‘seller’ strategy in order to gain competitive marketing advantage.
- Look to achieve as much distribution as possible, while of course being conscious of good contextual fit;
- Strive to secure rights, especially in new distribution spaces wherever possible;
- And look for ways to build exclusivity to influence the dynamics of distribution.
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