Forty years ago, Jerry Garcia and the Grateful Dead made some decisions that changed the music industry forever. You might not be in the music business and you may never have been to a Dead concert, but the impact the Dead made impacts almost every industry, including yours. In addition to grossing more than a few hundred million dollars during their career, the Dead helped us understand how tribes work. They didn’t succeed by selling records (they only had one top 40 album). Instead, they succeeded by attracting and leading a tribe.
Why Marketing Matters
Marketing for Breakfast
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Atlanta 2014Atlanta 2014
What is Marketing?
Every single touch of your customer or
Advertising, PR, social, physical, WOM, service,
collateral, products, company, charity, website,
employees, trucks, clothes, smells, attitudes,
experience, every little thing with your company
Marketing is verbal and non-verbal communications
What is a Brand?
Brands work not because they have clever logos
or taglines, not because they run a lot of ads,
but because something about their story and
their promise resonates with deeply held
"People like us do things like this/buy things like
this/like things like this," is the mark of a brand
(a comedian, a clothing line, a store) that has
become part of the zeitgeist, at least for a
portion of the population. Most of all, it's,
"people like us treat others like this."
to teach the
world to sing
what it felt like
to use the
Why Worry about Branding?
A strong brand position makes selling so much
Better quality leads: Your customers self-
select if they’re a fit or not.
Quickly qualify prospects: Your sales people
can qualify their leads faster, and prioritize
where to invest their time and attention.
More referrals: It’s easier for partners to
remember and refer your services.
Jon Spoelstra's book, Marketing Outrageously.
In every department, you should be asking,
"What would it take to make this the # 1
CLEC or ISP in the state (or #1 dept.)?"
Because Spoelstra spent his career in the NBA, his example is
"What would it take to have the best team in the NBA?" The
answer could be a new Michael Jordan and Scottie Pipin.
But the answer needs to get to the heart of the
problem with a sky is the limit thinking.
What's it gonna take?
What is the biggest
obstacle to mega
success for Your