Marketing and Branding

I’ve collected a variety of materials to help you develop a broader perspective on marketing for your business than we can cover in just our classroom time.

If you come across additional resources you think should be added to this list, please email me to let me know so we can all benefit.

The syllabus and the course presentation are on the course overview page.

Assignment:

CLASS ONE ASSIGNMENTS:

  • Review all resources on this page
  • Marketing Strategies Course Presentation Class 1 with charts of marketing concepts
  • Must Read: First article below marked ***==>  Scroll down to see it.
  • Reading: The New Rules of Marketing and PR Introduction, Foreword and Chapter 1, 2, and 3
  • Reading: The 36-Hour Course to Online Marketing Preface, Introduction and Chapter 1
  • Download and turn in ALL the following worksheets for your own business or the business you’ve chosen as your focus for this course BY FRIDAY before our next class (except specifically where noted below):
    1. Market Alignment Worksheet docx or Market Alignment Worksheet pdf or  Market Fit Worksheet docx or Market Fit Worksheet pdf
    2. Target Market Segment Persona Definition docx or Target Market Segment Persona Definition pdf  => here’s an example: Target Market Segment Persona Definition Example
    3. Building Your Brand Worksheet docx or Building Your Brand Worksheet pdf
    4. Communicating Your Value Worksheet docx  or Communicating Your Value Worksheet pdf
    5. SWOT Analysis  docx (Strengths, Weaknesses, Opportunities, Threats) or SWOT Analysis pdf or SWOT Analysis pptx
    6. Business Model Canvas Worksheet  or  use the Business Model Canvas Google Doc Template or go here to the originators of the Business Model Canvas or use this powerpoint version Business Model Canvas pptx  Here are two overviews of the Business Model Canvas:
      1. Text explanation by my friend Alex Cowan: http://www.alexandercowan.com/business-model-canvas-templates/
      2. Video overview by the originators: Business Model Canvas Explained Video
  • Write down and turn in a draft of your:
    • Elevator Pitch (30 seconds to a minute)
    • Tag line (3 – 10 words) – you can turn in a bunch of ideas – I’m not looking for perfection, but for a start
  • Ask 3-5 clients, friends, and/or family the following questions and be prepared to discuss these in the next class (OPTIONAL but recommended):
    • What are my greatest strengths?
    • What are my weaknesses?
    • What can you count on me for?
    • What can you not count on me for?
    • What unique difference am I suited to make in the world?
  • Ask 5 – 10 people about your idea for your business. Formulate your questions to be open-ended and to find out about what people think, what their related problems are, and what they really want.  Turn in a summary of your findings.  DUE Friday October 21 at 11:59 pm.
  • Create an online survey and send it to your friends, co-workers, or customers: http://www.surveymonkey.com/  The focus of your survey can be to understand problems people have that you may want to develop a product or service for, or to find out what people are using today, or to ask about people’s preferences for certain brands and why, or some other topic that is compelling to you in the context of your business.  Turn in a summary of your findings.  Keep this very simple — the objective is to experience the survey process and become familiar with a free tool you can use.  Around 2-5 questions is all you need.  Be sure to use surveymonkey’s data statistics for reviewing your responses—their tools can be very powerful.  DUE Friday October 21 at 11:59 pm.
  • Ask 3-5 clients, friends, and/or family the following questions and be prepared to discuss these in the next class:
    • What are my greatest strengths?
    • What are my weaknesses?
    • What can you count on me for?
    • What can you not count on me for?
    • What unique difference am I suited to make in the world?

Here are the worksheet examples from class:

Class 1 Market Fit Worksheet

Class 1 Building Your Brand Worksheet

Class 1a Target Market Segment Persona Definition

Class 1b Target Market Segment Persona Definition

Class 1c Target Market Segment Persona Definition

Class 1a Communicating Your Value Worksheet

Class 1b Communicating Your Value Worksheet

Class 1c Communicating Your Value Worksheet

Class 1 SWOT Analysis

 

Marketing Overview

***==> EXCELLENT article on what marketing really is and why it isn’t content marketing or inbound marketing – this is a MUST read: http://techcrunch.com/2016/04/12/everything-the-tech-world-says-about-marketing-is-wrong/

Short and to the point article on simplicity as the key to great marketing: http://www.forbes.com/sites/jaysondemers/2014/07/08/heres-the-simple-secret-to-apples-marketing-success/

Some basic principles of marketing applied to apps – but applicable to EVERYONE: http://www.fastcodesign.com/3033092/googles-6-reasons-why-nobody-uses-your-app

My recipe for marketing: Marketing in a Nutshell docx or Marketing in a Nutshell doc

4 GREAT TED talks that reflect the new way of marketing: 4 TED Talks Every Marketer Should Watch

Peter Drucker on the role of marketing:  http://www.marketingcrossing.com/article/220112/Peter-F-Drucker-Business-Sage/

Additional thoughts from and about Peter Drucker:

Peter Drucker: “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Marketing needs to be expanded from a function to a philosophy that pervades the entire organization. As noted above, this was the perspective that Peter Drucker brought to the field. He put the customer at the center of the business. He identified the two basic functions of the business as marketing and innovation, pointing out that they are “entrepreneurial functions” (Drucker 1954: 37). In his discussion of marketing, he made a distinction between marketing and selling, but he also goes on to say that marketing is too important to be left to marketers. As he writes in The Practice of Management:

Actually marketing is so basic that it is not just enough to have a strong sales department and entrust marketing to it. Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view. Concern and responsibility for marketing, therefore must permeate the all areas of the enterprise (Drucker 1954: 38–39).

Drucker, P. F. (1954). The practice of management. New York: Harper & Brothers.

Wind, J.Y. (2009) Journal of the Academy Marketing Science  37:28–34

Fifty years after the articulation of the marketing concept, we have the benefit not of hindsight but of experience. There are innumerable examples of the decline of business firms due to failure to keep up with changing consumer wants, needs, and tastes, changing technology, and changing competition. That decline is, by definition, a failure of the two basic functions of any business enterprise, as identified by Peter Drucker, the entrepreneurial functions of marketing and innovation. As marketing in its heydays of the 1960s and 1970s became a separate business function rather than the central guiding management discipline of the firm, focused on the custom- er’s changing definition of value, it gradually declined in importance and usefulness and was increasingly unable to compete for the managerial and financial resources necessary to maintain and build its capabilities.

In the academic world, the marketing discipline continues to struggle hopefully with the problem of defining its intellectual domain. Old paradigms such as the marketing mix and the “Four Ps” are now viewed critically but no clear winner in the search for a new paradigm has emerged. The tension among behavioral, economic, managerial, and quantitative approaches can be more stimulating of intel- lectual debate than productive of increased marketing effectiveness and efficiency. The value of an integrated view of marketing as a management discipline, necessary for its vitality and survival, is often obscured by the turf battles of academic specialties. A careful re-consideration of the principles and values espoused by Peter F. Drucker can suggest a more optimistic future for marketing.

Webster Jr., F.E. (2009) Journal of the Academy Marketing Science 37:20–27

Communicating Your Passion to Your Market

Article on great mission statements: http://blog.hubspot.com/marketing/inspiring-company-mission-statements

The Fundamental Reason for Creating Your Brand – bringing your values, your heart into the messaging of your business makes all the difference.  Watch:

Buyer Personas

Latest thinking on what personas need to be: http://contentmarketinginstitute.com/2016/08/mistakes-buyer-personas/

Excellent article on how to create personas from 360 degree research: http://contentmarketinginstitute.com/2016/05/build-buyer-personas/

GREAT examples of buyer personas: http://blog.hubspot.com/marketing/buyer-persona-examples

New tool by Hubspot for creating your own buyer persona: http://makemypersona.com

Here’s an article by Hubspot with a download on how to create buyer personas: http://offers.hubspot.com/free-template-creating-buyer-personas

Business Model Canvas

Excellent quick tutorial on the Business Model Canvas: http://www.entrepreneurship.org/Founders-School/The-Lean-Approach/Business-Model-Canvas.aspx

Here’s good overview article: http://www.docstoc.com/article/172867176

Branding

Mistakes made in brand awareness campaigns: 4 Mistakes People Make When Measuring Brand Awareness

Steve Jobs on creating an experience:  http://youtu.be/YcneYcl23MU

Article by Steve McKee on the long term ever-increasing corporate value of branding

Simon Middleton at TEDxKent on branding:  http://youtu.be/egXbFqi1wRo

Additional videos on Marketing Possibility YouTube Channel

Positioning Your Product/Service/Business

Nothing extra

Competitive Analysis

Nothing extra

Customer and Buying Process

Google ZMOT : Zero Moment of Truth ebook download here

 

Additional Optional Resources

Interbrand’s 2014 Brand Ranking Reports and Information

Websites that offer good tools and services to new businesses: http://www.inc.com/drew-hendricks/50-websites-your-startup-needs-to-succeed-in-2015.html

Sliderocket Presume (presentation resume) 

American Express Open Forum article:  Build your personal brand as well as your new business

 

Value Proposition Resources

How to Write a Great Value Proposition
Courtesy of: Quick Sprout