Sofia Buttarazzi’s Post

Unpopular opinion: Your marketing strategy needs to ruffle some feathers. Imagine a world where every marketing message is safe. Bland. Forgetable. That's a world where brands blend into the background, indistinguishable from one another. Now, let's flip the script. Enter polarization. It's not about being offensive for the sake of controversy. It's about standing firm in your values, knowing full well that not everyone will agree. And that's okay. In fact, it's more than okay—it's powerful. Polarization creates distinction. It separates your brand from the sea of sameness, attracting those who share your values and repelling those who don't. This is not about alienating potential customers but about magnetizing the right ones. Consider Apple's Think Different campaign or Nike's support for Colin Kaepernick. Both instances drew criticism and applause. But they also galvanized a loyal customer base that felt seen and understood. These brands didn't just sell products; they sold ideologies. The untold power of polarization lies in its ability to foster an intense brand loyalty that transcends the transactional. It transforms customers into brand advocates, willing to defend and promote your brand as if it were their own. But tread carefully. Authenticity is key. Your stance should reflect your brand's core values, not just a marketing ploy. And remember, the goal is not to offend but to resonate deeply with a specific audience. So, here's the call to action: Re-evaluate your marketing strategy. Does it stand out, or is it playing it too safe? Are you ready to embrace the untold power of polarization to create a brand that's unforgettable? It's time to take a stand. Your audience is waiting.

What's the one thing every brand should know about marketing? 🤔 To find out, let's dive into the 5th law of the 22 Immutable Laws of Marketing: The Law of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind. Jack Trout and Al Ries pointed out how a company can be successful and lead by owning a single word in consumers' minds. They back this up with examples like IBM, Xerox, Hershey’s, and Coke, which own the words "Computer," "Copier," "Chocolate bar," and "Cola," respectively. These brands own these words by being first movers in their markets and maintaining that position. However, a brand can also own a word by creating a new category. One of the best examples is Tesla. They didn't simply copy the word "Electric Vehicles"; they focused on a new word: "premium" electric vehicles. Every great and successful brand owns and focuses on a word in the consumer's mind. BMW owns the word "engineering," Domino's focuses on "home delivery," and McDonald's owns "fast food." So don’t copy others' words; instead, narrow your brand’s focus and create a unique word. Words even get more competitive over time. For example, Heinz, which initially owned "ketchup," narrowed it to "slow ketchup." Don’t just extend your brand line or diversify without having your own word in the consumer’s mind—this approach won’t lead to lasting success. Don’t abandon your own word to follow trends or diversify. A great example of this is Atari, which owned the words "video games." But when they tried to own "computer" (a word already held by top brands like Apple and IBM), they lost focus, which led to their decline. Another company, Nintendo, picked up the word Atari had left behind and made it their own, leading to lasting success. Your word is like your corporate vision; it’s what sets you apart and differentiates you. Instead of focusing on benchmarking and product features in marketing, focus on owning a word in the consumer’s mind. Use this word to move your audience. Some brands base their words not just on products alone. Look at Nike—they focus on athletes and athletics, and their differentiator is "Just do it." When you hear "Just do it" or "Think different," the brands Nike and Apple likely come to mind first. I’ll end with a quote from the great marketer and visionary, Steve Jobs: “Marketing is about values. This is a very complicated world; it’s a noisy world, and we’re not going to get many chances to make people remember much about us. No company is. So we have to be really clear about what we want them to know about us.” I would love to hear your thoughts below. Stay tuned! #branding #marketing #Leadership #BusinessDevelpment #CustomerCentric #10DaysConsistencyHackWithPriscaEkhaguere

Nearly every business I know is searching for that elusive “magic bullet” – a single solution that can solve all their marketing challenges. While no such panacea perhaps exists, there is one element that probably comes the closest: brand. Building a strong brand, however, is no easy feat. It requires either substantial financial investment in advertising or an immense amount of hard work to develop content, establish your reputation, and/or cultivate trust over time to become an authority in a particular space. That said, either way, doing so will definitely be worth it. If you are able to develop your brand successfully, it can become the cornerstone of all your marketing efforts, amplifying every strategy and tactic employed. Think of it as kind of a rising tide that lifts all boats. Why build a brand and how do you do that within a budget? We detail a few ways in our recent blog. Happy Monday to all!   https://lnkd.in/ehts6Gbn #marketingagency #smallbusinessmarketing #midsizebusiness 

5 Ways to Break Out of Cookie-Cutter Marketing and Stand Out as an Iconic Brand It’s Halloween, we might dress up, but in business, there’s nothing scarier than putting on a mask and following cookie-cutter strategies. If you’re ready to leave the copy and paste marketing behind and start making waves, here’s where to start: 1. Forget the Blueprint: Your audience can spot recycled strategies a mile away. Ditch the one-size-fits-all approach and start with a strategy that reflects your vision. Build your marketing around the values and unique edge only you can bring. 2. Lead with Bold Messaging: Stop trying to be “liked” by everyone. Say what you believe, even if it’s polarizing. Authenticity attracts your people and repels those who don’t align—and that’s exactly what you want. 3. Create Your Own Systems: Don’t rely on someone else’s “funnel magic.” Define your own journey for customers based on what makes the most sense for your business model, not what everyone else is doing. 4. Share the Story, Not Just the Sell: Facts tell, but stories sell. If you’re only talking about features and benefits, you’re missing a powerful connection point. Share why you started, what drives you, and how your brand actually impacts lives. 5. Consistency > Trends: Trends come and go, but brands built on strong foundations stand the test of time. Commit to a strategy that feels true to you, and stay consistent even when the latest “hot trend” tempts you to shift gears. Ready to build something iconic instead of following the crowd? Book a strategy call with me ❤️🔥

Marketing feels a lot like Mr. and Mrs. Smith to me. You spend your days helping businesses and brands target their customers in strategic and tactical ways, and all the while, you’re also being targeted by businesses and brands. I’ll admit, I’m an easy target. Some products make my life more convenient, others reflect my sense of self, and the best ones do both. As a curious person, I like to explore this experience of being marketed to. It helps me challenge my self-awareness, which not only improves me personally, but sharpens my marketing strategies. Staying one step ahead of my Mrs. Smith means I need to understand the Mr. Smith in me. (I’m laughing to myself about how weird this analogy is as I'm writing it, so thanks for sticking with me!) Here’s what I’ve learned about myself as a consumer: - If a product is convenient and I use it weekly or daily, I become loyal. For me, that’s brands like Apple, Rogue Fitness, and YETI. I drink my coffee from a YETI every day because it’s temperature-controlled, durable, and just feels right. I tried to dust off and use a regular mug the other day and it made me a little sad. - If a product aligns with my personal style or identity, I’ll wear it to reflect who I am. My years in Southern California turned me onto brands like Vans and DUER, and despite my 20-month-old using them as a tissue, I still love them. But if a product causes problems, I start looking for alternatives. When t-shirts pill, or when a wallet damages my debit card, I find myself questioning the brand's quality and value. I know my preferences are just one example, and everyone’s different in how they approach life, but here’s the thing: sometimes, even when a product doesn’t quite hit the mark, brands still manage to get us. And if you’ve ever felt that way, you’re not alone. How thoughtful are you about the products and brands that have influenced you?

SUNDAY Morning: I went out with my three friends to this small, cozy coffee shop we’ve been visiting for years. It’s not much—just a simple place with standard iron benches and no fancy decor, but the warm vibe and friendly faces always make it feel like home. As we chatted over our drinks, I noticed how each of us had our regular orders. That’s when it hit me—marketing is a lot like this coffee shop. The shop wasn’t just serving coffee; it was creating an experience. The regulars kept coming back because they felt a connection to the place, people, food—the atmosphere, the personalized service, the consistency of the product. I realized that marketing isn’t just about throwing out content and hoping for the best. It’s about building a relationship with your audience. Much like the people who return to this coffee shop every week, loyal customers don’t just buy a product—they buy into the experience. And if you can create that, you’re not just a vendor, you’re a part of their routine. As I watched people come and go, I thought about my own work. Am I just pushing out content, or am I creating a brand experience that resonates with people? So here’s my takeaway: Marketing is about consistency, community, and connection. If you can create that, you’re not just selling a service or product, you’re building something people will keep coming back to. And I’m definitely taking that lesson into the week ahead. ☕🚀

The value of your products lies in your customers’ perceptions of what you sell. That is why two people can sell the same product of almost equal quality and value in a marketplace, but people patronize one over the other, even at a higher price.   People pay the value of a brand much more than the actual value of the products. Customers are always looking to form a bond with brands of perceived high value. However, it is not enough to build a quality brand. You have to show people that your brand is the one they seek. Only with the right marketing strategies can your customers better know and relate to your brand. The right marketing strategy will help you achieve this goal. It is time to let go of haphazard marketing and plan your brand’s growth with the right marketing strategy. Did you ask what a marketing strategy is? Let’s get into what that means! Read more here: https://lnkd.in/dEnBKe2V

Marketing Hot take 🔥 There are 2 categories of direct marketing: 👇👇 Measured or not measured, and BOTH are valuable to do! 🤯 Measured Direct Marketing is that which can be measured and is directly from your business to the avatar or customer you are seeking. You run an ad to a specific customer type, and they click and buy your widget. That can be measured. It's the beauty of some forms of marketing and is valuable. The second is called Brand Marketing and is marketing you know or believe will work, but it can not be measured. 😳 McDonalds, Pepsi, Target, Chik Fil A, and thousands of others spend millions a year on billboards, TV ads, and other forms of brand marketing because they KNOW that it works, but they cannot measure or prove it. Every large brand does brand marketing but not because they are big.... They BECAME big because of brand marketing. (and a great business) 🙌 They spend the budget to get in front of the right eyeballs and that brand marketing can not be quantified. Here's what I find funny... 🤣 The best and top operators in our industry also do BRAND MARKETING every month, including us! They understand it cannot be measured, but they know it's importance and are playing the long game. ⚾️🏈 Most I know have been doing it for years and will NEVER stop. Simply put, direct marketing is playing the short game, and brand marketing is playing the long game. If you want to build a great business, you must do BOTH on a regular basis, and that requires a budget and commitment to each. You must be committed to the long-term belief that your brand and product or service is worth knowing, full stop! 🛑✋️ Only doing direct, measured marketing is like starting over every day, and that is what most small businesses do. 😬 It's a good approach, but it's short-term thinking.... We've been doing brand marketing for 14 years at Queen City Laundry, and we have great products and services, and THAT is why we dominate Cincinnati, Ohio. You can do it, we can help! ❤️ #laundromatmillionaire #buildthatbuilding #BoostYourProfits

Marketing is hard. Marketers are constantly learning and refining their understanding. Striking the balance between brand and performance in marketing continues to be contentious. There’s no shortage of research and opinions. Some good, grounded thoughts on the subject from Orlando Wood and Les Binet.

It’s not about being the best 'IN' the world. It’s about being the best 'FOR' the world. Marketing is not about products. It's about values. In a complex and noisy world, we can't expect people to 'remember' much about us. Therefore, we have to be crystal clear about what we want them to 'know' about us. Forget speeds and feeds. Forget better, faster, cheaper. Think about the brands that make your heart beat a little faster. Do they brag about technical specs? No. They tap into something much deeper. Nike makes you feel the thrill of victory. Apple whispers that you, yes YOU, can change the world. Marketing isn’t about specs or outsmarting the competition. It's about lighting a fire in people's hearts. It's about forging an unbreakable connection built on shared values. It's about painting a vision not just of what you sell, but of the kind of world you want to build together with your customers. Think beyond the products on your shelves or the lines of code on your screen. What does your brand stand for? ▶ Adventure? ▶ Community? ▶ Limitless possibility? Unearth that core belief. And share it. Often. That’s where the true magic of marketing lies. Marketing is not a battle of products; it's a crusade for values. The most memorable brands in the world aren’t the ones with the best gadgets; they are the ones that stand for something beyond themselves. They evoke emotions and aspirations. They make us believe we are part of something bigger. Consider this: the greatest marketing campaigns don’t sell products; they sell paradigms. They challenge us to think differently, to behave differently, and ultimately, to connect our personal stories with the larger narrative of the brand. This is why when a brand tells you "Think Different," you’re not just buying a product; you’re buying into a lifestyle, a community, a way of seeing the world. This perspective shift is powerful. It transforms customers into advocates, products into icons, and companies into bastions of change. Remember, people don't buy 'WHAT' you do; they buy 'WHY' you do it. They are drawn to brands that mirror their values and aspirations, brands that make them feel seen, heard, and valued. Tell a story that resonates with the hearts and minds of your audience. Show them that what you offer isn’t just a commodity, but a key to a better, more inspiring world. This is the new era of marketing. If you can tap into that, you’ve not just captured a market, you’ve sparked a movement. What's your movement? How does your product change the world? East Coast Facilities, Inc. #dayone