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There are exceptions to every law including the laws of marketing.

There are exceptions to every law including the laws of marketing. The law of exceptions. What about General Electric?. GE is 112 years old. GE got rid of all businesses where it wasn’t No. 1 or No. 2. GE competes with other conglomerates: ABB, GM, Siemens, United Technologies.

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There are exceptions to every law including the laws of marketing.

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Presentation Transcript

  1. There are exceptionsto every law includingthe laws of marketing. The law of exceptions.

  2. What about General Electric? • GE is 112 years old. • GE got rid of all businesses where it wasn’t No. 1 or No. 2. • GE competes with other conglomerates:ABB, GM, Siemens, United Technologies. • GE uses other brands. NBC, for example. • GE failed in tomorrow-type products. Computers, for example.

  3. When you expand a brand,you weaken the brand. The law of expansion.

  4. What’s a Chevrolet?

  5. Chevrolet lost its leadership.

  6. What’s a Volkswagen?

  7. “Think big.”

  8. “Think fast.”

  9. “Think smart.”

  10. “Think ahead.”

  11. “Or don’t think at all.”

  12. Volkswagen’s downhill drive. Percentage of U.S.import market

  13. Volkswagen 2.0

  14. Volkswagen went upmarket. Automotive News, January 14, 2002.

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