= 1 =
To “make it big” or become a successful brand, (just like a rock band) a brand need to occupy the mental real estate inside of their customers’ minds. What it means is that the brand needs to be one of the first brands that come up in people’s mind when they are thinking about (or planning to purchase things) a certain product category. In order to do that, they need to be distinct enough to be memorable. And if necessary, a brand might need to invent its own (new) product category. Also, once they occupy the mental real estate of their fans/customers, they need to be able to consistently deliver what their fans/customers expect from them. (Remember, what your fans/customers’ perception of your brand is infinitely more important than how you define your brand / company).
= 2 =
People don’t buy products. Instead, the buy the benefits of the products they purchase, things that promise to bring them closer to their goals / wishes / aspirations.
= 3 =
Hype can kill a band / a product / a brand.
Rave advance reviews + boastful claims + long waiting time —> Excessively high expectations that might (almost) be impossible to meet. (Think Guns N’ Roses’ Chinese Democracy and the Star Wars prequel)
It’s always better to under promise and over deliver.
For more detailed explanations, case studies, & practical suggestions, I recommend you to read the book as no summary can be sufficient enough to replace those excellent examples/case studies you can find inside of the book.