9 INCH AXIOMS #13 to #20

An axiom is a proposition that is not proved or demonstrated but considered to be self evident. Therefore, its truth is taken for granted, and serves as a starting point for deducing and inferring other truths.

9 INCH AXIOMS are the premises that my posts are based on:

Click here to see numbers #1 to #12.  Here is a summary of #13 to #20:

13. FAMILIARITY | “People in life don’t know what they like . . . they like what they know”

(Brand loyalty highlighted in a Tropicana case study)

14. PROBLEM SOLVING | ‘Sometimes the best solution is the most obvious and the one that is based on basic truths’

(The importance of understanding the obvious and a link to a great e-book called Obvious Adams)

15. THE SIXTH SENSE | ‘The ability to speak, to be heard and to be acknowledged is a sensory experience’

(The ability to converse is our sixth sense and a case study on the ‘World’s Worst Commute’ from Quaker State)

16. SPONSORSHIP ACTIVATION | ‘For every dollar you spend to acquire the sponsorship, you should spend two to activate it’

(Defending sponsorship and highlighting the importance of activation)

17. SAMPLING | ‘FREE is a very good FOUR letter word.  Sampling engages the senses and creates a wonderful thing . . . obligation’ 

(Some key stats about the value of sampling and a case study on Coca Cola’s Vault)

18. MEMES | ‘Organically attaching to an existing idea (meme) that people care about will give you viral legs’

(Introduces the concept of ‘memes’ and highlights a sweet case study from Haagen Dazs)

19. ON BEING CLEVER | ‘The ability to cleverly integrate your product benefit in a commercial spot is key to gaining awareness and the path to viral + WOM success’

(Discussion of  humor in TV commercials and a clever spot from Schick)

20. EXCLUSIVE CONTENT | ‘People are infovores.  Content is king and exclusivity is special.  The ability to take a prospect or customer and give them an exclusive ‘behind the ropes’ experience is invaluable’ 

(Providing access to content and exclusive experiences is key.  Good example of an event by the Broadway show ‘WICKED’)

Today’s Lagniappe – Since today is April Fools and tomorrow I’ll be heading to Philadelphia, I’ve decided to meld the two together.  13 years ago to the day Taco Bell rolled out one the most impressive April Fools Day Jokes.  They took out a full page ads in seven top newspapers including the New York Times to announce they purchased the Liberty Bell to”reduce the country’s debt”.  It was to be renamed the “Taco Liberty Bell“. 

The April Fools Joke was strong enough to earn a spot in Entrepreneur Magazine’s, “Top 10 Successful Marketing Stunts“. Burger King also claimed a spot for an April Fools Joke called ‘Left Handed Whoppers’.

ORIGIN OF APRIL FOOLS DAY – It’s a mystery although the most prominent theory revolves around calendar change in France in the sixteenth century.

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