Demand Generation is the Real Moat!by@gcuofano
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Demand Generation is the Real Moat!

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In the tech-driven start-up world, we focus a lot on the practical side of things, but we overlook the other side: demand generation. The master of demand generation is Nike, which invented influencer marketing when it didn't have a name. Nike has been doing it for decades, leveling up its game, but initially, it did it with minimum budgets. In 2022, in 2022, Nike spent $3.9 billion in demand generation efforts. The Jordan brand - a segment of Nike's $46 billion yearly business empire - generated in the same year a staggering $5.1 billion!

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by Gennaro Cuofano @gcuofano.Gennaro is the founder of FourWeekMBA, a leading source on business model innovation.
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