Relevance, ease, and distinctiveness

It has been a while since I read a good book about marketing. I decided to pick up “R.E.D. Marketing: The Three Ingredients of Leading Brands”.

R.E.D.

R.E.D. stands for relevance, ease, and distinctiveness. It’s a bit of a myth ball buster. Relevance consists of three components: cultural, social, and functional. Ease is easy to access and easy to notice. Finally, distinctiveness is just that: distinctiveness.

Forget everything you learned

Forget purpose, emotional connection, and (social) media buying. Forget rationale. Forget motivational motivation, the why people buy. Forget desire. Forget reasons to believe. Forget segmentation. Forget love. Instead focus on picking the right category, creating memory structures (brain real estate), availability heuristics, data, social relevance, social proof, awareness strength, attribution strength, attention strength, charisma, character, tone, rituals, and culture. Do the people I trust, trust this product? Create moments of culture. Create a buzz. Create a memorable narrative.

Basics

It is back to the narrative, word of mouth, understanding culture, understanding instinct, focusing on making waves in the pond and creating excitement. The moment you feel trepidation about something is the moment you lean in…