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Best New Thinking Winner 2010

Koan No. 21

Koan No 21 So secret that if I told you I’d have to kill you..

“John what would you recommend in this situation? I was asking a client to explain how their brand is positioned in the market. And the client said to me I can’t provide you with that information – it’s confidential. “
A. Tinjala


You know one of the reasons I love my job is that I never lose the capacity for surprise. And this one is a classic. I know some things are confidential. But the one thing that really can’t be secret is your market positioning. Marketers spend millions developing brands so that real people position them differently. Nothing could be less confidential.  But I had a brief moment of enlightenment.. a whole new area – actually it would merit being a business title.. Called marketing with the power of Trident. Marshall your marketing spend. But whatever happens make sure nobody ever finds out what you stand for. Cruise 300 foot below the surface. Do what ever you have to do to avoid detection. If any customer catches a glimpse of what you plan to do then use lethal force. As Scotty was fond of saying. It just might work Jim!



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