“AI is the Biggest Invention, Since the Invention of Electricity.” Seth Godin
I recently watched an excellent interview with the renowned marketing visionary, Seth Godin. He was the guest on the Brand Master podcast with host, Stephen Houraghan.
The title of the show is...
Branding & Marketing in the Age of AI.
https://www.youtube.com/watch?v=SJPUm4RAtvA (Sorry, the hyperlink function isn't working.)
Seth said...
"I think that AI is the biggest invention in our world, since the invention of electricity. And a bigger change than the Internet."
Well, electricity wasn't 'invented,' but discovered... but you get the idea! The electric light bulb was invented, though.
For those who may not know Seth Godin, he's been a respected voice on marketing and leadership for a LONG time.
He's written 21 best-sellers... and among the most notable 'marketing-related' books include the Purple Cow, Permission Marketing, and All Marketers are Liars.
There's much more to know about him, but the point is that he's been around a long time, is highly respected — and even Seth is onboard with AI!
Seth also said...
"The opportunities for agile, smart people to take advantage of AI are enormous!"
My Adoption of AI
So far, I've only delved into ChatGPT and continue to learn from others, who know SO much more than me.
Like Jordan Wilson at YourEverydayAI.com. He blew my mind again yesterday in his daily LIVE podcast here on Linkedin. I'm convinced he eats, drinks, and dreams ChatGPT.
I've been sharing some conversations that I've had with 'myChat' in the last few articles.
We're really getting to know each other better!
It's about the priming and the back & forth, like Jordan says... like a conversation you'd have with a real person.
That's where the magic happens.
My focus for today...
I feel like I want to share some words of marketing wisdom from Seth Godin from the interview I watched, instead of sharing a different conversation I've had with 'myChat.'
Hope that's OK?
I'll take that as a 'yes.'
I'd like to share what Seth said about Brand Strategy, Tension, Tactics, and Positioning.
If you're a marketer, and haven't seen this interview, I highly recommend it.
I LUV how he dispenses with any eye-rolling, double-speak and gets to the essence of what these words mean.
Every company has a brand, purposely or not. "A logo is NOT a brand. Re-branding is NOT creating a new logo."
He says of Brand Strategy:
Existing brands have already gone through the strategy phase a long time ago. Like the 'Oreo' cookie's brand was decided long ago. (He really used 'Oreo' cookie as his example!)
He says, "A strategy is only required when a change is wanted or needed. After that, various tactics are used ongoing."
They are what gets the word out... the Branding.
In his famous book, Purple Cow, (published 2003/revised 2009), he talked about how brands need to be 'remarkable,' to stand out.
I see a lot of Brands that don't look/sound very remarkable anymore. Agree/disagree?
On Tension, he said:
Brands should offer something that'll 'create tension.'
You want them to say, "My life would be better with this and not as good if I don't have it." YOU don't say that... they say it when they think of you, or see your stuff.
But most Brands, he says, try to 'relieve tension.' Like offering a back scratcher. (Too funny!)
On Positioning, he said:
"It's about offering people, who are busy, a clear map of WHO you are, and WHO you're not. (I love the simplicity of this!)
If you're not eagerly sending business you don't want to your competitors, then you don't actually have a 'position."
Basically, you're saying, "We're for everyone, and you're everyone."
That's not very 'personalized' is it?
He continues...
Positioning says: If you're looking for 'this,' that's what we have. If you're looking for 'that,' that's what they have.
"If you want an $18 chocolate bar that's hand-made and ethical... that's what we make. But if you just want a Nestle's bar, made with slave labor, to give out on Halloween, here's their phone number. We don't compete with Nestle's. They're doing that... and we're doing this."
In Conclusion...
A successful brand can't be all things to all people. A brand needs to demonstrate WHO they are, WHAT they offer, and to WHOM they offer it.
I feel that in today's marketplace, some brands do themselves a disservice, by trying to appease 'social' demands of various groups of people, rather than focusing on...
'This is what we make. This is how we make it. Would you like to buy some?'
There will be a market for what you make and how you make it. (Assuming it's viable.)
But everyone has a choice... not everyone will want what you make. And that's OK.
Obviously, these are my conclusions. But I'm in pretty good company, I think.
To me, it just makes good, ole-fashioned, horse sense. Which is in pretty short supply in some circles these daze.
If you'd like to tap into my common-sense-thinking and writing talents, I'd love to have a conversation to learn more about your needs.
Let us all commit to delivering meaningful marketing messages to the audiences, looking for what we offer.
I'd love to hear what you think? As a marketer, CEO, business owner, or consumer... your thoughts matter!
Hope you'll SUBSCRIBE to my newsletter and join in the conversation.
Till next time,
Carolyn
#KickAssCopywriter
#MeaningfulMarketingMessages
#Go4MoreIn24