You'd be amazed how much icebergs have in common with advertising.
If advertising were an iceberg, "sales" would be its tip. After all, most companies view advertising as nothing more than a selling tool: "Run ads, reap sales, repeat."
But when you look below the waterline, you see just how big an impact it can really have.
The truth is, advertising's real benefit - that big part of the iceberg that's hidden underwater - is positioning. Showing what you stand for, why you're unique, and why everyone should care.
Print this out and nail it to your wall.
When you gain a strong position through advertising, sales take care of themselves. Just ask Apple.
Yet still, most companies continue to make sales their primary focus, leaving positioning to happen on its own. Then, they find out that their new line of hunting vests has become popular among 15-year-old girls. Like it or not, it's too late to do anything about it then. That's their position now.
Don't let it happen to you. Use advertising to steer your brand into a relevant and profitable position now. That's what it's really for.
When you use it as merely a selling tool, you miss the big opportunity that lies beneath.
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