Do you have a brand or a logo?

Seth Godin is the godfather of marketing. No question you will come out of listening to him with new ideas that might help push your business to new heights.

Some of the issues addressed and questions asked are:

  • Undo the marketing of marketing
  • Forget ideas that marketing is a scam, a short term
  • A marketer makes change happen
  • What is change for?
  • Who is it for?
  • Truly successful marketing is specific
  • Culture defeats everything
  • Human beings make decisions based on status
  • Affiliation vs. Dominance
  • Brand vs. direct marketing
  • Is marketing evil?
  • Brand marketing vs. advertising
  • You can’t measure a brand
  • You can measure direct marketing
  • Brand marketing is a logo
  • You can’t test it every day
  • People who don’t own the company like brand marketing
  • They can’t get into trouble because you can’t measure it
  • Direct marketing is the secret of Google and Facebook
  • If you are an individual counting in views or likes is a mistake
  • You are measuring the wrong thing
  • Use direct marketing
  • Direct marketing can be expensive
  • Sometimes misses the mark
  • Hyatt doesn’t have a brand, they have a logo
  • If you swap signs on Hyatt and Hilton hotels nobody would know the difference
  • The value of a brand is how much extra you are willing to pay for the logo
  • Don’t worry about the wrapping, the tag line, the logo
  • Focus on the substance, what matters
  • Demographic vs. Psychographic
  • “This is for people who like that”
  • “This is for people who believe this”
  • That is psychographic
  • Old school marketing is about demographics; they are wasting their time
  • How do I find out who my audience is?
  • The factory isn’t worth much any more
  • You can sell anything you want
  • How can I solve this person’s problem?
  • How can I market with them rather than at them?
  • Attention used to be cheap
  • Now it’s not; it was abused
  • Attention is now expensive
  • Don’t be arrogant “I insist”; listen
  • Put all of it into “better” not “more”
  • Don’t use other people’s metrics to do your work
  • Be clear about who it is for and what it is for
  • “I need America to drink better coffee” = Starbucks
  • If you want to grow the brand you have you can’t use the old techniques
  • You have to make a few people extremely happy; be obsessed with what they want