Steve Jobs on Marketing: https://youtu.be/keCwRdbwNQY
Michael Hyatt on platform building: 30 min. https://youtu.be/VHHZ9cJZDrI
Seth Godin on tribes: 14 min https://youtu.be/Q6vpBDFoMqc
Business insider on Wendy’s http://www.businessinsider.com/wendys-roasting-people-twitter-hilarious-mcdonalds-retail-2017-1
Seth Godin on marketing, storytelling, etc: 19 min. https://youtu.be/Ci-dtOFHPhU
Alyssia Burton Steele Ted Talk: https://youtu.be/VhKCjDF4drs
The 22 Immutable Laws of Branding: How to Build a Product of Service into a World Class Brand. Al and Laura Ries. Harper Business 2002
12. THE LAW OF THE GENERIC
One the fastest routes to failure is giving a brand a generic name
Federal Express became FedEx
Kentucky Fried Chicken – KFC
13. THE LAW OF THE COMPANY
Brands are brands. Companies are companies. There is a diffence. Brand names should almost always take precedent over company names. Brand from a consumer’s view, not the CEO’s view.
14. THE LAW OF SUBBRANDS
What branding builds, subbranding can destroy. It’s an inside-out branding strategy that tries to push the core brand into a new direction. When you feel the need to create subbrands you’re chasing the market, not building a brand. The essence of a brand is some idea or attribute or market segment you can own in the mind of the consumer. Subbranding is a concept that takes the brand inexactly the opposite directions. Subbranding destroys what branding builds.
Just think like a consumer and your brand will be more successful.
15. THE LAW OF SIBLINGS
There is a time and a place to launch a second brand. Launch sibling only if it can create a new category.
16. THE LAW OF SHAPE
A brand’s logotype should be designed to fit the eyes (thus horizontal). Both eyes.
17. THE LAW OF COLOR
A brand should use a color that is opposite to its major competitors.
a. White – purity
b. Black – color of luxury (is orange now, too?)
c. Blue – leadership and stability
d. Purple – Royalty
e. Green – environment and health
f. Red – attract attention (Power ties. Coke)
18. THE LAW OF BORDERS
There are no barriers to global branding now. A brand should no know borders.
a. Keep brands narrow focus in its home country.
b. Go Global to expand the brand’s footprint.
“Grow where you’re planted.” Mike Frascogna II
19. THE LAW OF CONSISTENCY
A brand is not built overnight. Success is measured in decades, not years.
The most frequently violated law is the LAW OF CONSISTENCY.
A brand can’t get into the mind unless it stands for something.
Markets may change, but brands shouldn’t
Limit your brand. Limitation, combined with consistency, is what builds a brand.
20. THE LAW OF CHANGE
Brands can be changed, but only very frequently and only very carefully. Brand changing does not occur inside a company. Brand changing occurs inside the mind of the consumer. So if you keep your sights on your target, the consumers mind will eventually change.
Signs it needs change:
a. Your brand is weak or nonexistent in the mind of the consumer.
b. You want to move your brand down the food chain,
c. Your brand is in a slow-moving field and the change is going to take place over an extended period of time.
21. THE LAW OF MORTALITY
No brand will live forever. Pontiac. Oldsmobile. Saturn. Jitney Jungle. Euthanasia is often the best solution. Recently Tribune Newspapers changed their name to Tronc. It was an attempt to reflect an change in the company’s focus. But turned out to be a disaster.
22. THE LAW OF SINGULARITY
The most important aspect of a brand is its single-mindedness. What’s a brand – a proper noun that can be used in place of a common noun.
PLATFORM: Get Noticed in a Noisy World
Michael Hyatt
Thomas Nelson Publishing 2012
Your platform is the means by which you connect with your existing potential fans.
Success isn’t what buy who you know – and the who is your platform.
A good product does now stand on its own anymore. It’s foundational. But not enough.
1. Competition is greater (you compete against the world now)
2. People are more distracted that ever.
Three benefits of building a platform.
1. Provides visibility
2. Provides amplification
3. Connection
Create “WOW” products
1. Products you’d use
2. Create products that solve problems in unexpected ways
3. Create products that exceed expectations
Must have combination of these things.
1. Surprise
2. Anticipation
3. Resonance
4. Transcendence
5. Clarity
6. Presence
7. University
8. Evangelism
9. Longevity
10. Privilege
And must exceed expectations
Questions to ask to see if product is compelling.
1. What is the product or experience I want to create or transform?
2. How will the customer feel?
3. What does failing to meet customer’s expectations for this experience look like?
4. What does exceeding customer’s expectations for experience look like?
Biggest obstacle is FEAR
Give product memorable name: (AKA BRANDING)
Nothing in the marketing mix is more important that a strong title: Great titles have PINC
P – Title makes a promise
I – Titles that create intrigue
N – Titiles that identify need
C – titles that simply state content.
Packaging
1. Know audience
2. Consider Your Brand
3. Review best-seller lists
4. Makes investments that are necessary
5. Ask your fans
TAKE Personal Responsibility for your product
1. No One Knows the Product as well as you do.
2. No one is more passionate
3. No one has more skin in the game
4. No on is likely to do it
Goals to set for your platform:
1. Forces you to clarify what you want
2. Motivates you to take action
3. Filters other opportunities
4. Helps you overcome resistence
5. Enables you to see and celebrate progress.
Create an elevator pitch – a short summary of your product offering, including your target market (your customers), your value proposition (what you have to offer your customers) Be able to convey it in 30 seconds to 2 minutes.
1. This forces you to achieve clarity
2. Helps you understand your customer’s perspective.
3. It provides a tool for enrolling strategic partners
Should contain:
1. Your product name and category
2. The Problem you’re attempting to solve
3. Your proposed solution
4. The key benefit to your solution
Set up Branding Tools:
Email Address – name. Gmail or own demain
3. Email signature. Name – with social media stuff on it
4. Business cars
5. Website
6. Social media profiles
a. same logo
b. same color palate
c. same fonts
When starting out, put together a good pit crew. I used to have most of these at the paper. Now that I am running my own business, I have put together some of this list – and probably should do them all
1. Administration
a. Assistant
b. Bookkeeper
c. Attorney
All can be hired on part-time basis.
2. Management
a. Self
b. Personal (to oversee career)
3. Literary Agent
4. Booking agent (speeches)
5. Publicity agent
GET A GREAT HEADSHOT
1. Hire a pro
2. Get all the rights
3. Not in a studio
4. Wear appropriate attire
5. Look at the lens
6. Pic one image and use it across platform.
BUILD A HOME BASE – a place for the digital property and control
EMBASSIES – Facebook and Twitter
OUTPOSTS – Comment sections
Beware of self-proclaimed experts
– Checkout his numbers