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2. BRAND FOR BREAKFAST
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20 Min. Talk 1 –What marketing
really means. Focus on TM
15 Min. Re-enforce (Talk 1)
20 Min. Talk 2 Research and
Branding
15 Min. Re-enforce (Talk 2)
15 Min. Final remarks (overflow)

4. Part 1: Real Marketing
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5. We’re here to fall in love…
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6. with marketing.
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We’re here to cast off the old cliché ways of
thinking about marketing and branding.
Why?
The world has changed and we need marketing
and its principles to help in today challenging
business environment.
Question: Does anyone here believe that it is
harder to do business today, than it was 10 years
ago?

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Why?
Clients today are more demanding as
expectations continue to soar.
This presents an exciting opportunity for
those who dare to embrace real marketing.
And this is what we are here for today.
Our purpose here today is use marketing and
branding to maintain current clients as well as
expanding your current and future clients.
Question: How do we use real marketing to
ensure profitability and growth.

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Marketing
is
simply sales
with a college education.

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The Marketing Doctor’s Mission in Life
To convince all the “just marketing”
naysayers that they’re simply dead wrong
about marketing!

11. The “NPR” Marketing Bias:
• Smoke and Mirrors
• Creates demand in vulnerable
consumers
• Cynical
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12. The Accountant Bias:
• Marketing is an recurrent extraneous
unnecessary expense
• Something to be eliminated wherever
possible.
• Doesn’t matter how it contributes to
the bottom line.
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13. You can only talk about
branding if you understand
marketing first.
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14. The Marketing Doctor is
the crusader for the big,
visionary take of the
marketing cosmos.
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16. Marketing is Everywhere
• Our businesses.
• Our professional lives.
• Our consumer lives.
• Our politics.
• Our personal lives.
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17. There simply isn’t anything that can’t be:
• Analyzed more effectively.
• Run more efficiently.
• Made more profitable.
If you apply the marketing lens.
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Procter and Gamble

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21. But still marketing
Gets No Respect
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23. Why?
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24. People approach
marketing BACKWARDS
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25. They:
• Confuse producer demand for
consumer demand.
• Believe the consumer is a blank slate
that a company can write whatever it
wants on.
• Think consumers are a psychological
swamp of unconscious desires that
can be tapped and exploited.
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26. FUGGEDABOUTIT!!!
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When Procter & Gamble wanted to
increase market share in the
crowded potato chip market they
executed their tried and proven
strategy—RESEARCH
P&G knows that you can’t create
demand. You can only discover a
need in your Target Market and then
discover the best way to satisfy it.

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31. The best marketing is
an active engagement
with reality.
Do Research!
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Back To Pringles

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Why those cans?
To protect the “chip.”

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I put “chip” in quotation marks because a
Pringle –as some of you may know— isn’t
technically a “chip” at all.
It isn’t completely made of potatoes. It is a
crisp—a snack designed to meet a distinct
consumer need that P&G discovered through
exhaustive research.

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So what did P&G discover?
They discovered that a significant
number of people complained that when
they bought their potato chips, opened
those fresh bags, more often than not,
half of their chips were broken.
P&G saw their way into the market.
The Pringle was born. Everything else
followed from this.

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Enter Frederic J Bauer
the organic chemist and a food
storage expert who designed
the Pringles can and the crisp
delivery device—THE CAN!

38. Three Lessons from Pringles:
• The distinctive cans were only one
portion of the exhaustive work that
went into developing the brand.
• Committed people were involved in
product development from beginning
to end.
BUT MOST IMPORTANT:
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39. MARKETING:
• Drove the creation of the product
• Strategy was based on the consumer
needs and desires that P&G
DISCOVERED
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P&G is, first and foremost, a marketing
company which means that they create
and produce what people need or want.

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P&G doesn’t find ways to create needs
or wants, because they know you can’t
create needs and wants –
You Can Only Discover
Needs And Wants.

42. But whose needs?
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43. I hate Pringles
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44. P&G Doesn’t Care That I Hate Pringles…
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45. Because I’m NOT their Target Market.1
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46. Their Target Market cares more about
unbroken snacks than eating genuine
potato chips.
And which brings us to
Golden Rule “Number Four”
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48. Your Target Market Is Vital!
Your Target Market decides whether
your business lives or dies.
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Marketing and branding is all about
discovering and serving your Target
Market, while re-discovering your
Target Market as circumstances
change and new needs, desires and
realities arise.

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Whether you bake bread, sell
caskets, provide transportation
services, re-sell software, or are
looking for a husband or a wife,
you’ve got a Target Market and you
must learn how to market your brand
to your Target Market.

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You or your businesses’ brand is not a
brand like toothpaste or Pringles.
You and your business are much more
complex and interesting.
But the reality behind marketing them
remains the same. It’s all about
discovery, discovery, discovery.

52. Go Forth And Discover
Your Target Market!
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53. Re-Enforce #1:
Target Market Discovery Checklist
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54. TARGET MARKET DISCOVERY CHECKLIST:
1. Who are your present customers/clients? Describe in detail.
2. Who is your Target Market? Describe in detail.
3. Using your answers to questions 1 and 2 above, what is the
relationship between who your present customers are and
who your Target Market is? Describe in detail.
4. Are your real customers/clients also your idealized
customers/clients?
5. If the answer to question #4 is “no”, jot down a few potential
strategies for “closing the gap” and achieving your aims. If
the answer is “yes”, jot down a few potential strategies for
expanding your Target Market.
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55. Part 2: Branding Is Marketing
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57. 57
RENSIS LIKERT

58. The Likert Scale
• 1. Strongly disagree
• 2. Disagree
• 3. Neither agree nor disagree
• 4. Agree
• 5. Strongly agree
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59. Your Target Market often
won’t say anything —
But they will tell you
everything in one way or
another.
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When that customer leaves without
buying anything, they’re telling you
something.
When that date doesn’t call you, he or
she’s telling you something.
When your office nemesis gets included
in the big meeting and you don’t. That’s
right, you’re being told something

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People are constantly telling us
what they want, need or think, but
are we listening?
Are we actively seeking to discover
the truth?

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Four Familiar Faces

63. Developing a personal or business
brand like our Four Familiar Faces
involves the same principles:
• Asking hard questions of TM
• Listening to hard truths from TM
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64. The “formal” definition of a brand:
• Name
• Term
• Symbol
• Special design
–Intended to identify the
product
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65. Like marketing, branding is
misunderstood.
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66. A Brand is Simply
More Than A Name
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67. My definition of a brand:
The “N.A.V. Concept”:
• Noun
• Adjective
• Verb
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When Conde Nast announced that it will
stop publishing Gourmet Magazine after
seven decades. The magazine had over
one million subscribers.
The outside consultants who prompted
this decision argued that Gourmet would
still maintain its brand equity despite
shuttering the magazine.
Let’s use NAV to show why they’re
wrong:

70. Why they’re wrong about Gourmet:
Remember that a Brand is more than a name!
• One-third focus—only name
• Adjective is core-features:
– Reputation for recipe testing/re-testing
– Superb editorial and journalistic staff
– Cumulative know-how of running a top
magazine for seven decades
– 1,000,000 strong subscription base of
long-time Gourmet community loyalists
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71. When they shutter Gourmet all of this gets lost.
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72. The “verb” is promotion,
but what will Gourmet
have to promote? Nothing.
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73. Promotional Tactics For Today’s Branding Professionals
Traditional
a. Advertising (Print, Electronic)
b. Direct mail and email
c. Sales Promotion Item (Business Cards. Pens, Mugs,
Caps)
d. Trade Shows
Contemporary
a. Social Media (Facebook, LinkedIn, Twitter)
b. Internet
(YouTube, Blogs: Written, Video Audio, Podcasts)
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THOU MUST STUDY YOUR BRAND
AND LEARN EVERYTHING YOU
CAN ABOUIT IT.

75. Decide what your Brand is;
Decide what it is not;
Consider what your brand can do;
Consider what it cannot do!
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76. A personal anecdote about brand discovery.
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77. Re-Enforce #2:
Brand Discovery Checklist
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78. BRAND DISCOVERY CHECKLIST:
1. In a few sentences describe your brand.
2. How does your brand present itself to present and future
customers/clients?
3. Given what we’ve talked about this morning, is the name
that you’ve chosen for your brand appropriate? Is the logo
appropriate? The website? Collateral materials (i.e.,
letterhead, brochures, flyers, written descriptions).
4. Based on your description of your brand are your current
clients/customers your Target Market?
5. Name three things that your brand should change? Three
ways that it can’t/shouldn’t?
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79. Wrap-up
• Breakfast participant questions.
• Subscription website information.
• Direct phone number and
complimentary customized fifteen
minute consultation with the
Marketing Doctor.
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80. The Marketing Concept:
Tell Us What You Thought.
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81. A domani!
jtantillo@mdaltd.com
212 213 8959
(direct line)
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