September 17th, 2007 at 2:24 pm

by David Tandet
Try if you will. A Lovemark — like Zen, your favorite pizza, and writing in the zone — can not easily be defined.
Actually, a Lovemark is definable enough. But like Zen and great pizza, it can’t be truly understood until experienced. Lovemark degree of separation from a product, service or idea is no […]

September 14th, 2007 at 7:40 pm

by David Tandet
The greatest sales letter ever is “I.” That’s “I” from a “you” perspective.
Thinking about the benefits to a consumer of a product or service is a start in the right direction. But it doesn’t go far enough.
Let’s say the corner bakery wants to start competing in the ultra-fast-breakfast market. They’re going to sell […]