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Sticky helps corporate marketers with: advertising, web development and strategy, inbound marketing and search engine optmisation.

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Getting Into the Mind of the Consumer

Source: Jack Trout, brandingstrategyinsider.com

The easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second. Even if the second entrant offers a better product, the first mover has a large advantage that can make up for other shortcomings.

However, all is not lost for products that are not the first. By being the first to claim a unique position in the mind the consumer, a firm effectively can cut through the noise level of other products. For example, Miller Lite was not the first light beer, but it was the first to be positioned as a light beer, complete with a name to support that position. Similarly, Lowenbrau was the most popular German beer sold in America, but Beck’s Beer successfully carved a unique position using the advertising,

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Posted by Craig on June 15th, 2008 | Leave a Comment »
Posted under: Strategy

Positioning A Follower

Source: Jack Trout, brandingstrategyinsider.com

Second-place companies often are late because they have chosen to spend valuable time improving their product before launching it. As my former partner Al Ries and I wrote in Positioning: The Battle for your Mind, it is better to be first and establish leadership.

If a product is not going to be first, it then must find an unoccupied position in which it can be first. At a time when larger cars were popular, Volkswagen introduced the Beetle with the slogan “Think small.” Volkswagen was not the first small car, but they were the first to claim that position in the mind of the consumer.

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Posted by Craig on June 14th, 2008 | Leave a Comment »
Posted under: Strategy