In the WFA Better Marketing podcast, one of the most influential marketing thinkers, Seth Godin, shares his thoughts on the industry. If you are ready for a fresh perspective on your marketing approach, discover insights that cut through the noise and touch the very essence of what gives marketing true meaning. Here are a few of his thoughts:
- Storytelling is the essence of marketing – the question is how you will tell a story that people want to hear. Storytelling is not a talent but a skill that can be developed through careful observation and adaptation.
- It doesn’t matter whether you are an entrepreneur or a global company; you must find a story your competitors are not telling and then repeat it over and over. If that story attracts customers to you, then you have succeeded.
- Strategy and tactics are not the same. Strategy is a philosophy of becoming. It is the hard work we do before the hard work. Why do we even exist? Strategy remains the same for decades; only tactics change.
- A brand is a promise of what you can expect. Hyatt has a logo, Nike has a brand. We have no idea what Hyatt sneakers would be like, but we know exactly what a Nike hotel would be like. Because Nike makes a promise – consistently, persistently – that goes beyond product features.
