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B2B by Wilson Chew, Jacky Tai

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CHAPTER 11

Rule No. 4 – The Power Of Focus

 

 

 

 

 

 

IN the battle between generalist and specialist brands, the specialists usually win because they are highly focussed. When you are focussed, two things happen. One, you actually become very good at what you do because that is all that you do. Two, other people will perceive you to be very good at what you do since that is all you do. Remember that in branding, perception is reality. Besides being good, you need to create the perception that you are good. And focus is a very good way for brands to create the perception that they are good at something.

WHICH IS THE BETTER BRAND?

Who makes the better air-conditioner? Daikin or Sanyo? Most people we know will automatically say Daikin because ...

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