Ultimate brand goal: Create a brand so strong that you're no longer in the conversation, you are the conversation. No longer an option, you're *the* option. How to get there: 1. Start or join a company that created a product based on a real problem. Note: Make sure the CEO understands and respects marketing. Ex: Car buying is broken, we've found a better way--buy cars from your couch. 2. Define and communicate your message so it resonates better than your competitors'. Note: Don't overcomplicate. Clarity wins. B2B ex: Conversational marketing, revenue intelligence, inbound marketing (name that brand) 3. Create category content so compelling, distributed so flawlessly that everyone in your niche knows and respects you. How to know it's working: Me: "Is that an iPad?" Mother-in-law: "No, it's just a tablet." That's the difference between category and commodity. Apple doesn't compete with Android. Because they don't make tablets. They make iPads. P.S. I talk more about category vs. commodity content around the 12-min mark in Rich Cardona's Leadership Locker podcast. Link in comments. P.P.S. Shoutout to Ashley Guttuso's category content for getting me talking about this in these terms. I'll link to that post (see comments) as well. #brand #marketing
Love this! ✨
This is amazing Camille Trent I strive to do this for my clients and you’ve phrased my exact thinking so so well.
That's really well put Camille Trent! Kudos for putting it across so concisely. Although, creating a product based on a real problem might not always be the definitive way of doing things. There's also the option of innovation which can possibly redefine the way people do things rather than solve an existing problem. Nobody knew they needed cars till they were invented
great Tips here - thanks. I guess if you can get to have your brand name as the product category, you’ve cracked it. Hoover as an example for vacuum cleaners or 3M with Post-Its.
Wonderful strategy
Loving this so much!! Become a company / person that people talk about through through clarify and category. Great share~
I look forward to an exciting show every Tuesday with Rich Cardona. The podcast offers many lessons and insights. Without a doubt, a FAN-TAS-TIC podcast episode for the morning commute. Tons of gold nuggets sprinkled throughout. Camille Trent, my favorite line from your conversation, "We are NOT an option. We are THE option." Honestly, I'm going to borrow that line and use it with my clients. It's gold! 💰
Make your own market -- always wins. But tough to implement.
Founder of Mordo Management | Sports & Entertainment talent strategy
3yThat's what manscaped did/is doing and they did it well. I don't think anyone can think of a trimmer or anything like that without manscaped instantly popping into their mind