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The more you focus buyers on deals, the more you distract them from your brand.
If everything goes right, it will focus buyers on buying for value – and ensuring that it is delivered – rather than just looking for simple and often misleading comparisons of day rates.
Other carmakers also aiming at what BrandWeek calls "petophiles": * Ford offers Focus buyers "Have Spot Will Travel" kits for $189 that include a sleeping mat that can be heated or cooled with water.
Many would-be Focus buyers, meanwhile, may not care that the car handles better than almost any other small car on the road.
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The cloud computing wars started with a focus on buyers in the small business market who couldn't afford expensive IT solutions.
In addition to making executive bonuses annual instead of quarterly, to keep employees from leaving and reward longer-term thinking, he moved the company's focus to buyers instead of sellers.
In acknowledgement that Focus ST buyers would be more likely to upload their exploits to YouTube than drivers of V-6-powered Mustangs, Ford is giving the GoPro HD Hero2 Motorsports Edition camera pack to the first 1,000 presales made before Aug. 21.
U.S. housing is also an area of focus, home buyers are deterred by rising mortgage rates on recent data.
The diminishing size and increasing speed of chips are the driving forces of technological advancement, and Intel, under the leadership of Moore, Robert Noyce and CEO Andy Grove, has changed the focus of buyers from the machine itself to the chip inside.
Rather, instead of focusing on buyers, and what they want, eBay focused on sellers - a classic industrial-era approach.
The vendor can try to focus the buyer's attention on benefits not a part of his or her thinking.
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CEO of Professional Science Editing for Scientists @ prosciediting.com