What IS branding? As with most questions, it depends who you ask. What I'm learning in my self-created 'Branding School' is: probably everyone in the field has a definition of brands and branding.Read More
Maggie Bergin is a digital marketer and copy writer creating brand-aligned, creative, compelling digital content for her clients.
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I learned approximately 27,000 brand-related terms that most brand mavens probably know, like 'differentiated advantage'. McGhie declares that without product differentiation, the greatest marketing campaign can't help. And having a unique product isn't enough, it has to be unique in a way that matters to the marketplace and the difference has to be built into the product from the start.
I was pleased to learn that awesome marketing campaigns are awesome, but without an awesome product from an awesome company that's got it's shit together, it doesn't much matter how awesome your marketing campaign is. Unless your product is super cheap. If your product is super cheap, price is your differentiation.
But what does McGhie mean by a company that's got it's shit together? He means a company that has a clear vision, an awesome product and an organizational structure and culture ALIGNED with and supportive of that vision and product. Because if customer's actual experience doesn't align with a marketing campaign's promise, your campaign and ultimately the company will fail. Good to know that shit brands don't have the edge and brands with their shit together do.
Last big learning I'll share here was also a relief to learn: data is critical to marketing, but if you don't talk to individual actual humans who use/buy your product (think focus groups or brand ambassadors) you are seriously missing opportunities and knowledge. This was a relief to me because analyzing data is someone else's gift, not mine. I want to take the analysis and get creative with it.
My next homework assignment is to read 'All Marketers Tell Stories' by Seth Godin
*(the original American Pie movies were written by Adam Herz, who—like me—was a member of the East Grand Rapid's High School Class of 1991's Homecoming Court LOL.)
Please note: Debbie Millman is the co-founder of the Branding Masters program into which I was DYING to enter.
Universe? MESSAGE RECEIVED.