Sunday, February 24, 2019

Thoughts on "This Is Marketing" by Seth Godin

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If you work in or anywhere near marketing I'm sure you've heard of Seth Godin, if you haven't already read his work.  I have several of his books on my shelf right now and started with more but they often disappear because I am so eager to get other people to read them.  Seth's latest book, This is Marketing, is such a unique discussion of the topic, so very readable and engaging like all of Seth's work, that rather than interpret it for you or try and fail do it any justice, I just want to share a few of the many quotes I wrote down while reading.

"Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us."

"If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you've done something worthwhile."

"'Roll Tide!' is a promise about dominance." 

  • (As a higher education marketer working on brand strategy, and someone who grew up in a Big Ten college town, I am fascinated with the ways large public universities use sports to build affinity with populations far beyond their customer base.)

"Your promise is directly connected to the change you seek to make, and it's addressed to the people you seek to change."

"'Brand' is a shorthand for the customers expectations.  What promise do they think you're making?  What do they expect when they buy from you or meet with you or hire you?"

"If you want to build a marketing asset, you need to invest in connection and other non-transferrable properties.  If people care, you've got a brand."

"Without a brand, a logo is meaningless."

  • Amen
"The market has been trained to associate frequency with trust.  If you quit right in the middle of building that frequency, it's no wonder that you never got a chance to earn that trust?"

On attention and permission:

"Facebook and other social platforms seem like a shortcut, because they make it apparently easy to reach new people.  But the tradeoff is that you're a sharecropper.  It's not your land.  You don't have permission to contact people, they do.  You don't own an asset, they do."

"Connected tribes are more powerful than disconnected ones." 

Find it here on Amazon

King of the substitute brands

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