REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Are you zug? Cruising through a magazine recently, I came across an ad that made me stop to read more closely. Attached to the magazine page was a tiny 12-page booklet about a new car in the Mini Cooper family. This novel marketing approach introduced a new word, “zug,” meaning “to be unlike others; to do something different.” The ad made a strong case for the zugness of Mini Cooper’s new car until, a few pages later, I came across another mini-booklet for another car manufacturer. You can’t be different or unlike others if your competitors are using the same marketing tactic. Even when you think your messages are distinctive, they may not be. That’s why it’s important to keep track of your competitors and then go your own way.

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