Citario/El dijo que...: The Principles of Marketing Can Be Summarized in One Word (Al Ries)...

'FOCVS' Should Be the Foundation of Any Effort

While focus should be the key ingredient in any marketing campaign, it's not the whole story. So we developed an acronym called FOCVS that does sum up our key thoughts. "FOCVS," a word using the original alphabet of the Roman Empire, consists of five key elements.

• F is for 'first'

• O is for 'opposite'

• C is for 'category dominance'

• V is for 'visual hammer'

• S is for 'second brands'

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