Seth Godin’s new book releases today. I received an early copy and read it in two sittings. Yes, I am a Seth Godin fan having read all his books and every blog post he’s written since about 2004. This Is Marketing is Seth’s best book because it’s written for people who think they already know about marketing. It’s written for today’s era of polarization and spin. It’s written to help us all get back to basics.
While most marketers understand visual branding with images, colors, logos, and the like as well as branding using the written word, very few of us understand that it is possible to create (and own the rights to) your own sounds and music that align perfectly with your brand attributes. My friend and collaborator Juanito Pascual and I delivered a talk on Sonic Branding at IMPACT Live in August 2018. This is the video from that talk.
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Gosh I love when somebody takes my ideas and runs with them (pun alert) to grow their business. I recently caught up with Rebekah (Bek) Keat of Team Sirius Tri Club to learn about how she uses online content and social media to reach beginner and weekend warrior triathletes who want to know basic information. This approach to marketing by targeting a specific buyer persona has led to Team Sirius Tri Club growing from just 4 athletes to 240 in just under two years.
I really like the recent short film by Nike Mexico called Juntas Imparables (“Unstoppable Together”). The film showcases women overcoming obstacles to achieve their goals in a fun and humorous way. As such is an interesting example of how to appeal to a specific buyer persona.
For more than a decade I’ve been obsessed about how and why just a few companies, products, or ideas take off and people talk about them while most just don’t generate any interest. The idea of “Word of Mouth” is fascinating! But how can we harness this phenomenon?
Recently, I delivered a main stage keynote presentation at Influence 2018, the National Speakers Association annual conference. In my talk with 1,500 in the audience, I shared how professionals can use newsjacking to get noticed, to generate media attention, to book speaking gigs, and to grow business. With thanks to NSA, I’m thrilled to share the full video of my 20-minute talk.