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Get a Brand Over – Part 2

brandoverToday, we continue our discussion with John Tantillo, The Marketing Doctor. John is a behavioral research psychologist with over twenty years of marketing experience. He is the President of the Marketing Department of America and regularly appears on Fox News and Fox Business News. Last time, we discussed the difference between a makeover and a brand-over. Let’s get back to the conversation …

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marylynnJohn, let’s say you have a brand and it’s not working. You need a brand-over. How would you do that if you’re an existing business?

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johnThe first thing you have to do is reach out to your customers. This rebranding, or brand-over notion, comes from the marketing concept. It is not “build it and they will come” ala health care that’s being promoted. It’s find out what people want and give them what they want. For example, let’s say you have a car wash and you think hot wax is what everyone wants. But you’re not getting the number of people you want through your car wash. So you ask your customers, “Why aren’t you coming to my car wash?” They say, “It’s the hot wax. It interferes with my paint job.” Ah! What does that tell you? You shouldn’t be using hot wax, even though people in the business have told you that hot wax is great. Ask your customers. Stay in touch with them so you can give them what they want. How do you get somebody to like you? You tell them what they want to hear or give them what they want. That’s the secret.

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georgeThat’s how I got Mary-Lynn! Companies have kind of gotten this, John, although they don’t always deliver upon it. As individuals, isn’t it important to understand that a brand is a promise? We have to be careful about what we promise to be absolutely certain we can deliver it.

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johnAbsolutely. There’s nothing worse than promising a consumer something you don’t deliver. I’ll give you an example of this. Many years ago, in the New York area, there was a beer called Peel’s Beer. Their advertising was so clever that it generated a lot of initial sales. The problem was nobody liked the beer. They promised a great beer but they didn’t deliver a great beer. Not a good thing.

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george
Maybe they should have positioned it as the beer you drink after you’ve had a few?

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john
There you go! Are you sure not in marketing?

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marylynnJohn, you always offer a “Tantillo Takeaway” on your blog. I’d say our takeaway with you today is “know your target market.”

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john
That’s always the secret. Who is your target market?

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georgeYou recently had a great post about institutional communication versus individual. The example you gave is that John McCain now has more followers on Twitter than the White House. So the individual has power with new media that institutions don’t have.

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johnThat is correct. It’s driving the heck out of these Washington media types that the blogger, or the candidates themselves, can go directly to the voter. If we’ve learned anything today, it’s that the game has changed. You have to be on top of all the new social media. I’m 58 years old and I’m on Facebook with over 3,400 friends. I’m on Twitter and LinkedIn. I even went to my old high school web site and now I have a page there. The point is that you have to use every marketing tactic you can possibly use in today’s world. It’s funny. It’s the very reason President Obama became President Obama. He was sophisticated. Now, in the institution of the White House, maybe he feels that he has to move on or do things more traditionally.

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marylynn
He’s also more edited now than he was before.

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john
No question about it.

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marylynnLet’s talk about small business owners. We hear all the time that they don’t have the time to get out there and utilize these new media tools. They don’t even know how to get started. What would your suggestion be to them?

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johnYou have to do it. Enlist young people – high school students, college students home for break or friends of your own children. It doesn’t have to take a lot of time. To give you an example, I started Facebook about a year or two ago. I didn’t really do anything. Then I went down to my favorite place in the world – God’s waiting room – Miami Beach, Florida – at Christmas time. I’d picked up a book in the library, about how to market yourself on Facebook. It’s been an increasing positive function – how do you like that, George – in terms of Facebook friends ever since. I love it. And hey, if I can do it, anybody can do it. You have to make a little bit of time. It’s a good reason to go on a vacation where you don’t think about your business, but about yourself in terms of the business. It’s a little different. I’ve found it fun and exciting. You have to make it part of your day. It’s like doing cold call sales. Nobody likes to do it. But, at one point, when things aren’t moving, you just have to go and do it. You have to make time.

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Thanks so much for joining us today. Next time, we’ll wrap up our conversation about John. We’ll discuss social media marketing tips. Please join us! Until then, here’s to your bigg success!

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What's Hot in 2009: Questions

5 Interview Questions for John McCain

questionsHere in the United States, it’s convention time with the Republican National Convention winding down tonight as John McCain strives to land the biggest job in the world.

Whenever any of us goes for a job, it pays to think about our strengths. What makes us unique? What sets us apart?

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Now when we think of the Republican Party, we think of elephants! Sure enough, this huge, bumbling animal has become the symbol for the Republican Party.

Last week, we talked about what a donkey could say in an interview to stand apart. This week, we’ll do the same for an elephant. So we showed our fictional elephant how to hold his trunk so it looked like a tie, and sent him off for an interview. Of course, we gave him a healthy breakfast of grass before he left!

Our elephant stressed that he has an excellent memory. He will help you remember important things about your key clients. He can also recall facts that may not have been documented.

Our elephant emphasized that he was as strong as any creature you’ll ever find. He can shoulder weights that you would never dream of on your own. Elephants have been used to transport goods all over the world. So our elephant stressed that your work will be much easier if you hire him.

If you remember, our fictional donkey also stressed how strong he was. We found this intriguing – two animals both emphasizing the same strength. It’s interesting, though, that they’re still different. There are situations where you would use a donkey, but not an elephant and vice versa. So don’t just think about your strengths – think about the nuances of your strengths and how a potential employer might find them useful.

Comedian Jake Novak, of Jake’s Comedy Corner, called in for today’s show. He’s thought about some common interview questions that might be good for the Presidential candidates. Last week, he had some questions for Barack Obama. This week, we’ll share questions for John McCain. 

Jake’s Take – 5 Interview Questions for John McCain

Question #1: Where do you see yourself in five years?
Please don’t say the Shady Pines Nursing Home, because that’s where I want to put my parents and there’s not enough room as it is! So try a different nursing home.

Question #2: Are you willing to travel for this job?

Because you know, Senator McCain, you tend to get cranky when you have to sit on the plane for more than fifteen minutes at a time!

Question #3: Describe your employment history.
And I’d like you to leave out all of the stuff before the invention of metal tools!

Question #4: What can you do for us that other candidates can’t?

Because the last time I checked, the Senate has 115 Republican white guys who want to be President! You’re not really that unique in that way!

Question #5: What will you do when you get this position?
I’m just hoping you won’t go on Jay Leno again, because that’s really not doing right by the American people. “Executive privilege” means you don’t have to appear on other people’s TV shows.

Our main question comes before the job interview … when John McCain filled out the application for the job of President, what did he put down for his address?

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Next time, we ask if it pays to be honest with your employees even in tough times. Until then, here’s to your bigg success!

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5 Interview Questions for Barack Obama

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5 Interview Questions for Barack Obama

soft_skillsHere in the United States, it’s convention time with the Democratic National Convention winding down tonight. It’s all about landing the biggest job in the world.

Whenever any of us goes for a job, it pays to think about our strengths. What makes us unique? What sets us apart?

Now when we think of the Democratic Party, we think of donkeys! Note we didn’t say jackasses … we don’t take sides here!

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It may seem strange to you, but we started thinking about what a donkey could say in an interview to stand apart. So we put a tie on our fictional donkey and sent him off for an interview. Although, we must admit, he still didn’t smell that good!

Our donkey emphasized that one of his most significant strengths was … his strength. In many parts of the world, a donkey is a person’s most prized possession. That’s because donkeys carry the burden so you don’t have to. Our donkey emphasized that hiring him would make your work easier.

Our donkey also stressed that he is a protector. In fact, donkeys are often used to scare predators away from farm animals. Predators like cougars (and we’re not talking about the Sex and the City kind). So our donkey asserted that if you hired him, he could keep competitors at bay!

Comedian Jake Novak, of Jake’s Comedy Corner, called in for today’s show. He’s thought about some common interview questions that might be good for the Presidential candidates. Today, he had some questions for Barack Obama. Next Thursday, we’ll share questions for John McCain. 

Jake’s Take – 5 Interview Questions for Barack Obama


Question #1: Where do you see yourself in five years?

Because in five years I’ll be living in Guatemala to avoid your tax hikes.

Question #2: Are you willing to travel for this job?
Because with a name like Barack Obama you’re going to get strip searched at the airport every time.

Question #3: Describe your employment history.

I understand you only need fifteen seconds to answer this, Mr. Obama, so try answering slowly.

Question #4: What can you do for us that other candidates can’t?
Besides inspiring us to diet because you’re crazy thin and we all look like blimps next to you, dude.

Question #5: What will you do when you get this position?
Because you’re not going to wake me up with another text message at 3 AM, are you?

Hillary Clinton was going to answer the phone at 3 AM. Barack Obama sends text messages at 3 AM. Guess we prefer a President who texts!

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Subscribe to the Bigg Success Weekly – it’s FREE!

Next time, we’ll discuss a simple game that helps you improve your strategic decision-making skills. Until then, here’s to your bigg success!

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Subscribe to the Bigg Success feed.

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5 Interview Questions for John McCain

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