The Rothschild Family Still Wants To Find

By Maria Reyes

Times have changed. The goal of a marketing campaign used to be to make a brand famous. And many years ago, when there were only a handful of brands and little advertising, that strategy proved very effective. For each product category, consumers tend to prefer "well-known" brands over less-known brands.

Campbell Soap. Morton Salt. Listeri

• Language: English
• Publisher: Maria Reyes
• Release date: Feb 1, 2024
• ISBN: 9798869209191

Book preview

The Rothschild Family Still Wants To Find

The Rothschild Family Still Wants To Find

Copyright © 2023 by Maria Reyes

All rights reserved

TABLE OF CONTENTS

CHAPTER 1 : THEIR SLOGAN IS: BOTH WAYS.

CHAPTER 2 : THE TIPPING POINT

CHAPTER 3 : ROCKEFELLER CONTROLLED THE INTERMEDIARY COMPANY

CHAPTER 4 : RAISE CRUCIAL QUESTIONS

CHAPTER 5 : OUR FOURTH TOTAL

CHAPTER 1 : THEIR SLOGAN IS: BOTH WAYS.

But be warned: Going both ways often results in a weak middle position.

A lot of brands want to represent all things to all people. This type of management approach is rarely effective. Most auto brands focus on a single word or concept.

10 - Managers want to own everything. Marketers want just one word.

A reporter asked a senior vice president at Hilton: "So what is Hilton?

This deputy director admitted: Actually, people cannot say clearly what Hilton is. But he also suggests that brands will be more clearly defined if we give everyone a common experience so they can say yes, I'm proud of what this brand says about me when I Here, it makes me feel happy, I am responsible for my own accommodation.

Am I proud of what this brand says about me while I'm here? Is that Hilton? That's how to differentiate Hilton from Hyatt, Marriott, Omni, Radisson, Ramada, Sheraton, Westin or Wyndham?

Left-brain analytical thinkers say: We should not limit ourselves to a single word or concept, but rather give consumers a good experience and Consumers will be proud to come back again and again.

Providing a good experience is not enough

Right-brain marketers want to create a single word that sums up that experience. If it fails, there will be no other way to engrave the brand in the minds of consumers.

A potential customer test-drives a BMW and might say, Wow, that's a great mobility machine.

What is the role and function of marketing? Is it about giving people a shared experience that makes them proud of what the brand says about themselves? That is just the role and function of the hotel itself. That is the role of a left-brain manager.

Surely you want your product to give customers a good experience. Without a good experience, most marketing programs are doomed to fail. However, besides a good experience is the need for brand positioning.

What is Hilton? The role of a marketing campaign is to answer that question in just one word.

Times have changed. The goal of a marketing campaign used to be to make a brand famous. And many years ago, when there were only a handful of brands and little advertising, that strategy proved very effective. For each product category, consumers tend to prefer well-known brands over less-known brands.

Campbell Soap. Morton Salt. Listerine mouthwash.

However, today, with countless advertisements, each product category has many famous brands. Let's take toothpaste as an example. Colgate, Crest, Aquafresh, Arn & Hammer, Mentaden, Sensodyne, Rembrandt, Close Up, Ultra Brite and Pepsodent. Each brand is quite well known.

Which brand do consumers choose to buy?

Each brand has a certain position in the minds of consumers. Aquafresh brings fresh breath. Close Up is the second choice for fresh breath. Arn & Hammer contains a lot of baking soda. Mentadent contains a lot of baking soda/peroxide. Sensodyne is for sensitive teeth. Rembrandt is a premium toothpaste. Ultra Brite for whiter teeth. And Pepsodent is for older customers who still remember it as one of the best-selling toothpaste brands.

So what about the two leading brands, Colgate and Crest? Colgate and Crest are not only particularly famous but are also considered leaders in the toothpaste product category.

Leadership alone is the best position a brand can achieve in the minds of customers. When a brand is perceived as a leader, consumers believe that the brand represents the best products or services. That may not be the reality, but that is the perception.

Before the 1960s, Hilton was the most famous brand in the hotel industry. It was the perfect moment to assert leadership in the hotel industry by answering the most important question in marketing: What is Hilton?

That was the story 40 years ago and Hilton still hasn't found a satisfactory answer to that fundamental question.

Many great brands are created by owning a single word or concept in the minds of consumers.

•      What is Propel? Drinking water for a balanced body.

•      What is Domino's Pizza? Deliver to home.

•      What is Tropicana? Not dense.

•      What is Dyson? Never runs out of suction

•      What is Quiznos? Grilled long sandwich

•      What is Popeyes? Spicy chicken

What is Kellogg?

Every year, BusinessWeek releases rankings of the nation's top business schools. The top spot fluctuates, but the five schools that consistently top the list are: (1) Northwestern's Kellogg, (2) Chicago, (3) Pennsylvania's Wharton, (4) Stanford and (5) Harvard.

What would a person with general knowledge associate these five business schools with? Ask them and we think you'll get the following answers:

•      Kellogg: marketing

•      Chicago: economics

•      Wharton: finance

•      Stanford: high tech

•      Harvard: management

Of course. What's new here?

What's new here is that none of the above business schools specialize in their field of expertise. Harvard is also a marketing school like Kellogg and Kellogg is also a management school like Harvard. All schools offer a full range of business courses.

So why is Kellogg associated with marketing, an association that has helped it rank among the top business schools?

It was a random coincidence. Teaching staff at Kellogg include many famous marketing professors in the United States, the most prominent of which is Philip Kotler.

To achieve the success you have today, you need to penetrate the minds of consumers. And to get in, your potential customers need a place to put your brand.

The average potential business student begins with only the names of business schools in mind. Why would anyone bother remembering a business school name unless they cannot associate it with some defining characteristic, location, or concept?

Therefore, potential business students actively look for clues that help them remember the names of their desired schools. One or two people mentioned Kotler and his achievements and then said, Northwestern's Kellogg is a marketing school.

On the other hand, there are many business schools that have successfully promoted themselves worldwide by focusing on a single word or concept. Thunderbird (internationalist) and Babson (entrepreneur) are two of them.

Everyone needs help in sorting out names and concepts. Let's look at the huge number of charts in some perspective: Fortune 500, Inc 500, Forbes 400, New York Times Best Sellers, Interbrand 100, David Letterman Top 10 and music charts Billboard.

All of these rankings satisfy the need to simply put names and ideas into the minds of customers.

What is Volvo?

After Volkswagen's success in the 1950s and 1960s, many imported European cars invaded the American market. These include: English Ford, Fiat, Hilman, Opel, Peugeot, Renault, Simca, Triumph, Vauxhall and Volvo.

Except for Volvo, none of these brands still exist on the market.

What is Volvo? A safe car. However, none of these brands can represent a certain concept in the minds of car buyers.

What's worse is that these brands aren't even trying to stand for anything. The common thinking of left-brain managers is that when buying something expensive like a car, consumers need more benefits such as: driving, comfort, style, power, durability. Reliable, low maintenance costs, low fuel costs, low depreciation, etc.

This assumption is very logical but the problem lies in how to implement it. How can you put this whole idea into the consumer's mind? A company is called lucky if its brand can be associated with a word or a concept.

Volvo is very lucky. Thanks to the invention of three-point shoulder and abdominal seat belts and many other safety features, Volvo is widely known as a safe car.

For many years, Volvo has been the best-selling European luxury car brand in the US market, surpassing Mercedes-Benz, BMW, Jaguar and many other brands.

Then Volvo started to forget about safety and introduced sports cars and convertibles. The company's advertising begins to talk about performance characteristics and many other features. A senior Volvo executive recently said: Safety by itself is not enough.

In 1992, Volvo was the best-selling European luxury car brand with 67,916 cars sold in the US market. BMW only sold 65,691 units and Mercedes-Benz only sold 63,312 units.

Today, both BMW and Mercedes-Benz have left Volvo in the dust. Both brands sell twice as many cars as Volvo.

To a manager's analytical mindset, no car buyer would buy a car just because it is safe. However, due to the good reputation effect, consumers think completely differently. If Volvo knows how to build a safe car, the company probably also knows how to build a car that is reliable, fuel-efficient, and durable.

In the overall mindset of the marketer, one thing (safety) leads to another.

What is Lenovo?

The Chinese brand with the greatest international potential is Lenovo, China's largest personal computer manufacturer. Formerly known as Legend Group Limited, the company acquired IBM's personal computer division for $1.75 billion in 2005.

Besides desktops and laptops, Lenovo also produces monitors and drives as well as workstations. In addition, the company also sells IT services.

Currently, Lenovo, along with Taiwanese company Acer, are known as the world's third largest personal computer manufacturers with 6.7% market share. (Hewlette-Packard leads with 19.1% market share and Dell is second with 15.2% market share.)

How can Lenovo move up the PC ladder? Here are three steps a marketer is sure to take (and three steps a manager is sure to reject.)

1. Focus on product lines. Sometimes the leading company can be successful with multiple product and service lines, especially if the company has a strong brand like General Electric or Hewlette-Packard.

But is Lenovo a strong brand? Outside of China, it is not.

What computer line should Lenovo focus on? It was not a simple decision. Recently, notebook and laptop computers both sell better than desktop computers. Furthermore, there are many reasons to believe that desktop computers will one day become obsolete.

Lenovo should stop making desktops and focus on laptops.

2. Focus on the company name. Legend is a bad name. Lenovo is even more boring. Sounds like an Italian dessert.

Fortunately, when acquiring IBM, Lenovo owned a priceless name: the name ThinkPad that IBM used to use for its laptops.

Lenovo should change its name to ThinkPad Corporation.

ThinkPad is a different and unique name. Furthermore, the name also brings to mind the idea of laptops, the company's new focus.

3. Focus on one brand characteristic. To build a brand, you need to represent something in the minds of consumers. What should ThinkPad stand for?

When compared to desktop computers, what are the weaknesses of laptops? Battery life.

Desktop computers can be plugged in and run up to 24 hours a day. Laptops only work for about two or three hours until they need to be charged.

If it were us, we'd redesign the entire ThinkPad range to double or triple battery life, even if that means heavier laptops. (The benefit comes with luggage.)

Furthermore, as batteries get better, the disadvantages will also disappear.

We hope that the new ThinkPad Corporation can produce laptops that last all day on a single battery charge.

That means company employees can use laptops all day without needing to recharge. At the end of the day, employees can plug the computer into an electrical outlet so it's ready to use again the next morning.

Tagline: ThinkPad: the laptop that runs all day.

Dell recently introduced the Latitude E6400 with a commitment to battery life of up to 19 hours. So producing a laptop that runs all day is not too difficult.

However, Dell's marketing of an all-day model is different from