Seth Godin – Everything You (probably) DON’T Know about Marketing
A brand is how much extra I am paying above my substitute. If I’m not paying extra, I don’t have a brand.
I still have a brand/impression/feeling/perception/emotion of something that is as good or worse than the substitute. What you’re thinking of is PERCEIVED VALUE in that particular context.
Perceived is important here because even tho someone might feel it has a value, they might not purchase/buy it then and there or ever… perceived value (true value that actually matters) is created when an emotional need is created that cannot be satisfied without consuming your product/business
TRUE value doesn’t exist in reality because you might put out what YOU find valuable… but not valuable for your audience in that context
Be cautious about using the word VALUE because it implies something that your audience didn’t find valuable in that context is not WORTHY… No, YOU found it of value (that’s why you put it out) according to your reality/patterns. They’re separate processes. One can exist without the other.
Godin says a brand is a promise… Marty says it’s the gut feeling in the talk with FUTUR
I agree with Marty more.
A promise is correct in the sense of something that customers expect from something
If NIKE owned a hotel… we can guess what it would be like…
But if Hyatt started making shoes we can’t predict what they would look like?
This is wrong. We CAN imagine what they would be like. Well, for starters they would be expensive. They would feel luxurious.
They would probably look something like this… instead of something like this (we know what they WON’T look like).
Hyatt and Hilton and Marriot all have brands… maybe Seth is talking about USP/competitive advantage here… that is a different derived pattern that should be looked at from the value they bring to different customers in relation to the function expected by them.
Telling businesses to offer something different/unique is misleading… I can offer a different motel/car but it won’t be better. It would be unique… not necessarily ‘good’. This is best to be approached from the value perspective. When you’re offering an emotional treat that is difficult/hard for people to get/experience without you/your business (the harder/more difficult it is, the more they will pay). When you’re doing this, you will inevitably become unique. This can be described as providing a rare/sought after value… that is the brand/appeal of your business.
Being just unique (for the sake of it) doesn’t necessarily mean you’re offering a distinct value (This is tricky because when you’re offering a value you automatically become distinct/unique… but you shouldn’t aim to be unique… it will happen from the customer POV).
Human beings make decisions based on the status of who is going up and who is going down, and what that means to us… MISLEADING/INCORRECT GENERALIZATION
He doesn’t explain how it applies… so I don’t know what it really means
Seth is leading people down a wrong path and leaving them lost looking for direction. He is just guilt tripping/blaming (?) people by calling them idiots (sorta), and telling them what SHOULD be done. He’s not telling you HOW to do it.
Is Seth making an assumption that customers are gods whose judgment we must fear? Is he trying to scare you using the potential humiliation that would be caused as a result of failure because of not being unique? We’re all scared of being ordinary… maybe he is using that.
This guy charges BIG money for his seminars, advice.
All these talks about how to create customer avatars, demographics, psychographics, and how to position products or services to align with your target market… they’re all useless… you’re just making yourself feel guilty
You hide the fact that you have no idea/feel insecure about practicing all these complex theories/concepts out of fear and shame… but maybe these teachers are scared you’ll bring it up?
(Unsure) His seminars/books/videos rely on giving that fuzzy feeling you get when you talk about all the juicy marketing/branding stories of NIKE, Tesla, Coca Cola etc… which are fine to act as sugar coatings/honey to get the useful stuff in… I try to use it too… but if that’s all you’re giving… then it’s useless (?)
People (on this subreddit) talk about how some books are absolute essential/great for marketers/entrepreneurs… but are they talking about the reading experience or what they got from the book?