Marketing & Branding

Presented to the Founders Institute

by Liz Sara
Best Marketing LLC
(c) Best Marketing LLC

We have a really good

exceptionally awesome
product

Nowwho needs
it?!!
(c) Best Marketing LLC

Marketing Involves
Identifying:
Who is our customer?
What is our message?
What is our go-to-market strategy?

(c) Best Marketing LLC

What Are the Differences?

B2B

B2C

(c) Best
Marketing LLC

B2B Vs. B2C Marketing

Fewer, Larger Customers

More Technical Products
Greater $ of Transactions
More Trained Buyers
Fewer Competitors
Longer, Complex Sales Cycle
(c) Best Marketing LLC

More B2B Differences

Influence of the Formal Organization

Strategic Importance of the Item
Cost of the Item (Long term)
Complexity of the Need Being Served
Emphasis on Technology
High Level of Customization
Order Fulfillment Specialization
(c) Best Marketing LLC

Identifying the Customer:

B2B Segmenting Techniques
Job Function or
Title
Industry Sector
Geographic
Location
Size of Company
(c) Best Marketing LLC

B2C Segmenting Techniques

Gender
Age
Geography
Income
(c) Best Marketing LLC

Developing the
Message:
Feature
Value
Prop Creation
s

Benefits

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Worth to
Buyer

Defining Worth: Benefits

Economic
Technical
Time
Service
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Societal

What Is a Brand?
Collection of Intangibles
Perceptions customers, partners,
employees, shareholders
Value Promised, Value Delivered (or not)
Quality
Service
Trust

(c) Best Marketing LLC

11

Brand Components

Name

Graphic

Tagline

Story

(c) Best Marketing LLC

12

What Makes a Good Name?

Easy to
Spell
and Say

Short

Memorable
Available Domain
(c) Best Marketing LLC

Getting StartedNames
Can Be
Made up
Sol Vista, Moxize, Snapmobl, Gusto

Everyday words or word combinations

Regular Spelling (MindsEye, Delight Me, Canvas)
Irregular Spelling

Related to a theme (Bicycle Financial)

Usage
Audience

Related to founder(s)
(c) Best Marketing LLC- (HP, CohnReznick)
Related to the offering - (AT&T)

Potential Pitfalls to Avoid

Too narrowly focused

Too trendy
Legal, trademark issues
No exact domain available

(c) Best Marketing LLC

Summary
Know who you are selling to
Understand what value you deliver
Develop a brand that you can
support for the long term

(c) Best Marketing LLC

16

Pitching Past the

Gatekeepers of
the Human Brain

Live Tweet Hashtag: #GatorBrai

Twitter Handle: @glehel

3 Main Decision Making

Thingies
Neocortex
Human Brain

Logic/Abstract Thought

Limbic
System

Mammalian

Emotions/Empathy/Paren
tal

Reptilian
Complex

Tweet:
@glehel
#Gator Brain

Survival/Reproduction

Would You Jump Out Of A

plane Without A Parachu

Tweet:
@glehel
#Gator Brain

Brain Energy Use

Tweet:
@glehel
#Gator Brain

The Most Energy

Hungry Human
Organ
The Brain Uses
20% Of Our
Resources
Brain Fatigue

The Take
Aways
1. Brain Fatigue
2.
3.
4.
5.

Avoid Pain/Death
Self Absorbed
Seeks Familiar
Concrete vs
Abstract
6. Black & White
7. Relativity

8. Visual

Hybrid Brain

Tweet:
@glehel
#Gator Brain

Brain Fatigue

Tweet:
@glehel
#Gator Brain

Brain Fatigue

Brain Fatigue Strategy

Give Your Most Important Point 1st &
2nd Most Important Last
Break Your Presentation Up Into
Little Mini Presentations
Use Pattern Interrupts
Meal Time Scheduling
Tweet:
@glehel
#Gator Brain

Brain Fatigue

Lets Talk Pain & Death

Tweet:
@glehel
#Gator Brain

Avoid Pain &

Death

WHY BUY A
DRILL?
Tweet:
@glehel
#Gator Brain

Pain & Death Strategy

Without Pain There Is No Change
Sell to Pain
Frame Benefits as Loss Statements &
Not Gain
Ignore Pain & People
will Not Be Influenced
To Change . Eventually
you will lose your job,
go broke & starve to
death!
Tweet:

@glehel
#Gator Brain

Avoid Pain &

Death

Everyones
Favorite
Station
WIIFM

Tweet:
@glehel
#Gator Brain

Self Absorbed

Tweet:
@glehel
#Gator Brain

Self Absorbed Strategy

Talk Directly To
Each Human In
The Audience
Hurt/Rescue
Imagine You Are

Tweet:
@glehel
#Gator Brain

If You Ignore Self

Absorbtion, People Will
Not Understand Whats
In It For Them.
Eventually you will lose
your job, go broke &
starve to death!

Self Absorbed

If Youre Currently Alive & Youve Seen It

Before There Is A High Probability It Didnt
Kill You

Tweet:
@glehel
#Gator Brain

Seeks Familiar

Tweet:
@glehel
#Gator Brain

Seeks Familiar

Seeks Familiar Strategy

If Its Revolutionary
Analogize
References
Social Proof
IfSafety
In Crowds People
Its Unfamiliar
Will Avoid Change.
Eventually you will lose
your job, go broke &
starve to death! Seeks Familiar

Tweet:
@glehel
#Gator Brain

Former Chief Marketing Officer

USSR Joseph Stalin

When one dies, it

is a tragedy. When
a million die, it is a
statistic.

Tweet:
@glehel
#Gator Brain

Concrete vs
Abstract

2015 Chicago
Gun Deaths

46
8

Tweet:
@glehel
#Gator Brain

Concrete vs
Abstract

Glennell
Fairley

21 Years Old
Loving Son
Overcame Past Juvenile
Infractions
Volunteer Mentor for At-Risk
Youth
Had Just Enrolled in College

Tweet:
@glehel
#Gator Brain

Concrete vs
Abstract

Lake Michigan
6 Quadrillion Gallons of
Water

Tweet:
@glehel
#Gator Brain

Concrete vs
Abstract

Lake Michigan
6 Quadrillion Gallons of
Water

7 Billion People
Tweet:
@glehel
#Gator Brain

3K
Baths

Concrete vs
Abstract

Concrete vs
Abstract Strategy
Avoid Jargon
Make the
unfathomable
fathomable
Focus on the
individual
& People
Tell a story

Stay Abstract
Will Not Be Moved.
Eventually you will lose
your job, go broke &
starve to death!
Concrete vs

Tweet:
@glehel
#Gator Brain

Concrete vs
Abstract

Tweet:
@glehel
#Gator Brain

Black & White

Sales Methodologies Competitive

Chart
Factor

PSS

Spin

Nuerosell
ing

Agreeable

Reliable
Effective
Efficient
Expedient
Tweet:
@glehel
#Gator Brain

Black & White

Black & White

Strategy
Pile On!
Reference Stories
Product
Comparison
The Kitchen Sink
If You
Present In Shades

of Gray You Will Fail To

Influence People. They
Will See No Need To
Cange. Eventually you
Tweet:
will lose your job, go
@glehel

#Gator Brain

Black & White

The Mind Is A Relative

Engine

Hot Room TempCold

Tweet:
@glehel
#Gator Brain

Relativity

Choice A:
Relativity
Car Delivered
To 30,000
Your Home
car delivered
$50,000
29,500 drive 200 miles
$500

Tweet:
@glehel
#Gator Brain

Choice B:
Drive 1 Hour
To Buy A Car
$49,500
Relativity

Tweet:
@glehel
#Gator Brain

Relativity

Relativity Strategy
Offer Relative Choices In
The Correct Order Or
People Will Not Change
& Eventually You Will
Lose Your Job, Go Broke
& Starve To Death!
Tweet:
@glehel
#Gator Brain

Relativity

Visual

Tweet:
@glehel
#Gator Brain

Visual

Tweet:
@glehel
#Gator Brain

Visual Strategy
Use Visuals To Make
Your Story More
Memorable & Less
Abstract orWill Have
Little Impact& People
Will Not Change &
Eventually You Will Lose
Your Job, Go Broke &
Starve To Death!

Tweet:
@glehel
#Gator Brain

Visual

Tweet:
@glehel
#Gator Brain

Lessons
1.
2.
3.
4.
5.

Brain Fatigue
Avoid Pain/Death
Self Absorbed
Seeks Familiar
Concrete vs
Abstract
6. Black & White
7. Relativity
Tweet:
@glehel
#Gator Brain

8. Visual