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Topic: Business
Number of pages / Number of words: 3 / 785
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This complexity provides many ways to position products in order to counter the identity marketing of competitors.

One particularly effective strategy is to avoid head-on attacks and instead promote alternative attractive identities for customers.

Example: Antismoking campaign which concentrated on health and addiction risk of cigarettes...


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The consensus is that such appeals are generally ineffective, especially to teenagers. Result: Imagery of smokers are cool rebels.

Mistake 4) Sticking with what's worked before

The important point is that companies need to evolve their identity marketing instead of sticking what's worked before.

Example: Viagra...


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