More from EMARKETER about tariffs but really about brand building in any economy:

as a brand you can no longer rely on undercutting your competition and tariffs only underscore that. You need to make sure that you have a loyal customer base or you’re trying to have a loyal customer base because you’re not going to be able to slash prices forever.

It used to be: better, faster, cheaper; pick 2

But faster and cheaper is pretty much impossible to achieve now, so you need to be better in some way.

One client (who owns their own factory) was told the worst case scenario for Trump’s Trade War (at the time) was a 33% price increase.

EMARKETER reports potential impacts like:

​auto prices could rise as much as $12,000
&​
an extra $3,300 or so to annual expenses for a family of four
&
​43% of people are already seeing tariff related price increases

And of course tariffs beget tariffs.
​ Who knows where Trump’s Wheel of Trade War stops spinning, but consumers will pay.

Structured Serendipity

the promise of consistent, reliable delight

Consistent, reliable delivery of novel experiences, wrapped in the comfort and structure of expected experiences.

People want the surprise of the new rooted in the comfort of the familiar.

The repetition-to-new ratio.

via Sounds Profitable

You can now use company lists and retargeting lists to build LinkedIn Predictive Audiences.

Full list of audience sources that can now be used as seeds for Predictive Audiences:

• Contact list
• Company List
• Conversion
• Lead Gen Form
• Retargeting

And yes, this feature uses AI. 🤖

So as your building your thing, refining your process, engaging your audience…How much has to be new and how much can be repeated (to the delight or unawareness of the audience)?

Repetition begets routine begets habit

Newness begets surprise begets delight

One without the other is hard to sustain

The combination creates a flywheel

via Gabe the Bass Player

Property incentivizes us.
Prices guide us.
Profits lure us to new changes and losses discipline us.

Pete Boettke on what’s pretty much the core of marketing.

Incentives matter

Part of the abstract from the paper The Rank Length Effect:

The same ranked items elicit more positive judgments when the rank length is longer (vs. shorter), although the differences in judgments between the ranked items are smaller. This effect is driven both by consumers’ tendency to narrowly focus on the rank list and by the manner in which they map the rank list onto their mental number line. The rank length effect extends to willingness to pay, and choice.

Translation: ranking well is more impressive if the list is longer (Top 25 vs Top 10).

Performance PR professionals take note.

A business enterprise has two basic functions: marketing and innovation

-Peter Drucker