The 10 fundamental principles of the Sacred School
of Non-Conventional Marketing
From Brand DNA to Viral DNA®
First of all, plan the viral nature of you brand.
From Target to People
There are no targets to hit but people to resonate with.
From Lifestyles to Life Moments
Leave the office and join the tribe and their life moments.
From Brand Awareness to Brand Affinity
You can’t please everybody. Choose and work on relationships.
From Brand Image to Brand Reputation
Don’t build up an image of yourself, gain a good reputation.
From Advertising to Advertainment
Don’t try to persuade, entertain and stimulate chatter.
From Media Planning to Media Hunting
Change your media planner into a media “cool hunter”
From Broadcasting to Narrowcasting
There are not only mass means, think on how long the queue may be.
From Doing Communication to Being Communication
Let go and become part of the co-creative flux
From Market Position to Sense Providing
Don’t look for market positioning but your way in society.