Despite his recent widely reported but short lived boycott of Apple products, Donald Trump does have ONE thing in common with Apple, (the computer company, not the fruit).
Apple & Trump are both masterful at branding & positioning their competitors!
Apple did it with a series of MAC vs PC commercials where they branded & positioned PCs as cumbersome, clumsy, outdated & complicated while contrasting Apple as being cool.
Love him or hate him (never was a phrase more apt than for The Donald), Donald Trump has succeeded, with absolutely no attempt or aptitude for nuance or subtlety, to brand his opponents as “Low energy, Jeb” (Bush), “Little Mario” (Rubio), “Lyin’ Ted” (Cruz) and as one after the other these competitors fall by the wayside (we’ll see what happens to Cruz on Tuesday), Trump is now starting in on “Crooked Hillary”.
Trump knows what he’s doing. He does it deliberately and even openly brags about his success at branding his fellow candidates in this way.
Blatant or not, it seems to be working.
Trump even made a joke in a recent speech about how well it’s working. He joked about how one of Cruz’s colleagues might pass him in the corridor and matter of factly and nonchalantly greet him, “Hi, Lyin’ Ted!” Trump even spelled it out “l-y-i-n-apostrophe” in a recent speech, in case anyone hadn’t cemented it firmly enough in his mind up to that point.
Most branding experts define branding as your audience’s perception of you, or as Al Ries and Jack Trout (authors of Postitioning) might say “the position you occupy in your prospect’s mind”.
That said, while your branding is never totally in your own control, there’s a lot you can do to influence it.
What happens if you don’t?
You leave the door open for one of your competitors to do it for you! That’s what Apple did to the PC. That’s what Trump is doing with his competitors.
Have YOU created a position for yourself in the marketplace?
Or are you leaving a door open for your competitors to do it for you?
Marketers, could you turn an ugly fish into Bon Appetit’s Dish of the Year?
I was watching a webinar from persuasion genius, Oren Klaff, author of Pitch Anything. This book should be read once a year. (Or once a week!) I can’t tell you how often I dare my peeps to adopt even a small fraction of his suggestions. Not easy. Takes guts. But so brilliant!
Just paused replay to post this after his discussion of “frame control”.
Oren asks: How can you reframe a Killer Whale? Call it a Sea Panda. Brilliant!
Reminded me of the “marketing invention”, Chilean Sea Bass.
Sounds a bit sexier on a restaurant menu than “toothfish” doesn’t it?
But the Chilean Sea Bass didn’t make its debut in restaurants.
It was used, according to the Priceonomics article, as fish sticks until years later it ended up eventually being served on the fancy shmancy plates at The Four Seasons Hotel. Quite a rise in status, no? How did it happen?
I’ll bet some of the marketers of the Presidential candidates wish they could repackage their candidates as well as these guys rebranded an ugly fish!
I am. Here’s one that really makes me cringe every times it’s on the air.
O.K. They admit at the beginning that they’re actors. But they don’t have to. It’s such an obvious case of over-acting!
Compare this to a REAL “Real People” T.V. commercial. I LOVE this one and could watch it all day long. Notice how their eyes light up!
We don’t need the “Actor Portrayals” disclaimer to discern the difference. It’s obvious, no?
Do advertisers think we’re stupid?
What’s so bad about using REAL “Real People”?
Why don’t more advertisers do it?
Using “Real People” with scripts is not the answer either.
I’ve seen very engaging TV personalities, who can easily carry an hour long T.V. show blow a 30 second scripted commercial “acting” as themselves.
I’ve seen marketing gurus who can hold an audience in the palm of their hands for 2 mesmerizing hours and then blow it on live scripted webcasts.
So is it having a SCRIPT that’s the issue?
Not necessarily. In, Step Into The Spotlight!, I recommend that entrepreneurs & speakers know & rehearse what they’re going to say ahead of time in order to be truly spontaneous when they speak. But once you know what you plan to say, you have to find a way to be real when you open your mouth in public. It may not be spontaneous, but it’s sure gotta to feel that way, not only to your audience but even to you.
An apparent contradiction.
So what’s the secret of keeping it real?
What do you think? Is it just that the people in the first ad are not convincing actors?
Is it just that the people in the second ad were amazingly well chosen?
I know we use LOL every day, but this irreverent attack Verizon TV commercial actually DID make me laugh out loud.
Saw this on T.V. so I didn’t know until I looked it up online to share it with you that it was a shot at Sprint (headquartered are in Kansas City), but I did know Verizon was launching an attack on a competitor.
Does humor make people buy stuff? I’m not in the U.S. We don’t have Verizon here, so I’m not sure if this would have influenced me into thinking Verizon has the best coverage. It’s not Ricky Gervais’ celebrity that makes this ad work, but rather his dry acerbic tongue. And it definitely did attract my attention. Enough that I’ve seen it 3 times and I’m now sharing it with you. So, it might not make the sale, but it does do the job of attracting the attention. Pretty hard to make the sale without the attention, no?
I use humor a TON in my keynote speeches, teleseminars and when I started in business, it was a staple in my 30 second networking infomercials. It’s how I got attention and ultimately clients. But so many people shy away from humor. They’re afraid it will make them look unprofessional.
I coach my clients to use humor all the time, even the funeral directors, even the bereavement counsellors.
What’s your view on this? Are you afraid humor will make YOU look unprofessional?
Also, please share examples of where you’ve seen humor work in TV advertising or on the networking 30 second infomercial circuit.