Category : Branding

Branding Marketing Book Reviews

Marketing Book Review #10: Purple Cow: Transform Your Business by Being Remarkable

Marketing Book Review: #10

Title: Purple Cow: Transform Your Business by Being Remarkable

Author: Seth Godin
Published: 2003
Pages: 145
Theme: Marketing

About: Seth is a prolific book author. This book is about the new paradigm shift within marketing. Seth talks about the TV-Industrial complex: tv commercials mixed with mass production vs. remarkable products engineered by quality marketers for niche audiences.

My Take: I think Seth makes a good point about how new marketing is taking shape: remarkable products/services mixed with showmanship for a niche community that explodes with joy with every new adjustment the company makes.

3 Take Aways:
1. “After the early adopters embrace what you’re selling, they are the ones who will sell it to the early majority – not you. And they will sell it poorly.”
2. “The way you break through to the mainstream is to target a niche instead of a huge market. Then, create an ideavirus so focused that it overwhelms that small slice of the market that really and truly will respond to what you sell.”

3. “Kmart has plenty of awareness. So what?” – Sergio Zyman

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Branding Content Marketing Marketing Book Reviews

Book Review #8: The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

Marketing Book Review: #8
Title: The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

Author: Paul Kurnit and Steve Lance
Published: 2009
Pages: 273
Theme: Marketing Plan, Collaboration, Consensus Building, SWOT

About: Paul and Steve go over the details of organizing all of the movers and shakers within an organization in order to get them to come up with their brand identity and how to effectively position it within a competitive market.

My Take: The first half of the book goes over the details of how to organize a group of people to create a marketing plan. I got a lot more out of the second half of the book (starting at pg. 97) that went over the details of creating a marketing plan.

3+ Take Aways:
1. Prioritize your strengths
2. List your key products and/or services in your line that fulfill your brand promise.
3. “Does the product line offer a strong complement of attractive price points to power customer usage and loyalty?”
4. “What unique and meaningful benefit does my brand extend to my customers?” (pg. 116)

5. “Without a crystal-clear and distinguishing position, you have no shot of building a workable Plan, let alone a successful business.”

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Branding Profitable

Make Your Website Profitable

There’s no reason why you shouldn’t be able to turn your website into a profit making machine. Usually, I see brands haven’t updated their website with their new information, they don’t have a clear call-to-action on their site, nor have they taken the time to declutter their messaging so that they’re not competing with themselves.

If they have updated information, it’s usually the case that the process of getting the customer what they want and allowing them to contact you is incredibly complicated.

Here are some simple principles to make your website profitable: 

#1: Don’t compete with yourself. Having too many messages, or trying to corner too many marketable categories, is a recipe for confusion. People do not have the time to figure out your message for you and they’ll promptly leave your site when there is just too much going on. So, think strategically about your main message and use your website to communicate that offering.

#2: Make it easy for others to contact you. They should be able to connect in 1 click.

#3: Make sure your brand aesthetics are beautiful. Simplicity and beauty go hand-in-hand. If your website is easy to navigate and your brand is cool looking, people will be impressed and they will want to do business with your brand.

There is a lot to getting your messaging organized and your presentation elements streamlined and beautiful. With these three principles, your brand will be on its way to a more profitable process. Best of luck!


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