31st October 2011

Competition is good for you

A lot of my mentoring clients come to me terrified of competition. It's easy to understand why - I was there myself at one point. We've all been hypnotised into thinking like consumer brands. For a consumer brand, competition *is* bad. Here's why. In a typical consumer Market there's limited demand and over supply: in other words too many vendors chasing not enough buyers. So the law of supply and demand pushes prices down. And many coaches put themselves into the same position by not specialising enough. But imagine you were the marketing director of Aston Martin, eager to sell more cars.
7th February 2008

Karl marx and the rise of branding

We don't look at a lump of metal, plastic and hide and say 'I think I need 1.6 tonnes of that", we look at an Aston martin V8 Vantage, and we think of the lifestyle it represents, the feel of the leather as we sit back in the drivers' seat, the looks other drivers and pedestrians will give us, and - yes - we think of James Bond.