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Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]
Invest Like the Best with Patrick O'Shaughnessy
The Great Alchemy of Marketing
Cunad, which i'm delighted to say, as a brand, still survives in reacting to the invention of jet travel. By re framing something, by changing the consumer's frame of reference or comparison set, you can turn a weakness into a strength. What cunad ultimately ended up doing was bringing on shipboard entertainment, digging up the whole romantic age of sea travel. But in the process, they pretty much created the world wide cruise industry. Most of the innovations, like your own private balcony, for example, in a cabin, were introduced first on cunard ships. And what marketing allows you to do is to do a psychological pivot. In other words, where number...
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