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KISS Is Not a Rock Band

In: Do Less Better

Author

Listed:
  • John R. Bell

Abstract

Thirty years ago, I read Theodore Levitt’s classic, The Marketing Imagination. In the book, the renowned marketing professor said there was no such thing as a commodity, only people who think like commodities. I stopped using the “C” word. So should you. Differentiation is still the name of the marketing game. Distinction in service, image, and promise allows a brand to occupy a piece of your busy mind. More importantly, it is that brand’s raison d’être, its reason for being, that causes you to think of it when you are ready to shop. This is the brand that goes into your virtual shopping cart. Should you decide to edit your cart, the marketer is hopeful that you will increase the quantity before proceeding to checkout.

Suggested Citation

  • John R. Bell, 2014. "KISS Is Not a Rock Band," Palgrave Macmillan Books, in: Do Less Better, chapter 6, pages 133-154, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-45278-8_7
    DOI: 10.1057/9781137452788_7
    as

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