Tag Archives: brand development

Is Donald Trump A Marketing Genius???

I just had a very interesting thought, and that thought is reflected in the title…could Donald Trump be a marketing genius? Really! It’s a serious question!

Before I go any further let me first say I do not support or endorse him, or any politician for that matter. I am in no way interested in politics of any kind, of any country (I’m just being honest).

Now with that out of the way…

I haven’t paid any attention whatsoever to the 2016 US elections since it started. However, even when I try to ignore it, I still get overwhelmed with news of Donald Trump this and Donald Trump that. I turn on my TV it’s Donald Trump. I go on social media it’s Donald Trump. I probably go into my bathroom right now and see Donald Trump (no bathroom is safe from him!). Say what you will about him and I’ll probably agree, egotistical, narcissistic, overbearing, loud and obnoxious, the devil reincarnated…the end of the free world as we know it!


Donald Trump’s Marketing Brilliance (and what you can learn)

Still, you can’t ignore his presence (as much as we may try to), and this is the reason he could be more of a genius than we really think or want to give him credit for. When you think about when a brand wants to market its products, services, business, idea, vision, there are a few things they have to do:

  1. Market in a way that cuts through noise and confusion of a very loud digital and distracting world we live in, and get the attention of your audience

  2. Get your audience talking about your product/service/business/idea/vision

  3. Win them over and get them to buy into what you’re selling (and oh boy Donald is a sellin’)

I would say based on these criteria Donald Trump is doing a phenomenal job at getting others to buy into him (even if he sucks at being a presidential candidate). If you are truly honest and objective you would see that he is truly a genius. His over the top, down right ridiculous and crazy approach to politics is turning heads and getting attenion. I haven’t seen this much marketing brilliance since Charlie Sheen’s crazy.

So whether you want to admit it or not we can all learn a thing or two from Donald Trump when it comes to Marketing (PLEASE restrict learning to Marketing):

  • Stand out from the crowd and the norm

  • Don’t be a afraid to be a sprinkle of crazy to get your audience’s attention

  • Sell a message people will buy into

  • Add value to the people who buy into you (I know, I know, I’m saying YOU do this even if he isn’t)

I’d love to know, what do you think: criminally insane or genius?

The Ranter.


Just in case you doubt my theory I did a Google search for ‘US 2016 Elections’ (not Donald Trump) this is what came up at the top of Google…trump post


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Why the First Point of Contact in Your Business Could Be Your Customer’s Last

The heading is pretty self-explanatory what this rant is about…customer service right? In a sense yes but it goes much deeper than simply that; it could mean the destruction of your brand and business as you know it.

Recently (like literally yesterday) I had a run in with a sales rep. In a sense she is the first point of contact for a popular online CRM company (no I will not say which). “First point” meaning once I showed any level of interest in their product or service she would be the first person that contacts me at the beginning of my buying decision. She had requested a bit of information by email, which I gave her, to get a better understand of what I wanted out of the product. Okay fine, good job, find out the customer needs and such, good first approach. After which a follow up call was made to me to further discuss what is it I was looking for, for my business…okay. We started the conversation and I was content with it, until she began asking questions. I began answering the first, mid-way through I was interrupted, okay fine. The second third fourth and fifth I began realizing a common trend of interruptions with trying to finish answering each question. It was as if I was being rushed into answering each question under 5 seconds, as if the conversation was being timed by someone with a stop watch beside her. I began questioning if she was truly interested in what I wanted or was she just following a sales script trying to get through it as quickly as possible to move on to the next potential customer, which in the eyes of the current potential customer is not a good look. No customer wants to feel rushed when making a purchasing decision, whether to buy or to have questions asked answered. Which brings me to my point.

This is a clear example why businesses should carefully consider who they decide to put at the forefront to represent their business. As the person responsible for making the first impression it has to last, and not in a negative way. Something as seemingly harmless as a telephone conversation could severely damage or destroy one’s brand, whether the person realizes it or not. In this scenario the impression that was left in my mind was “For a company that is selling a sales CRM their staff really doesn’t know much about the practice.” Before then I was completely sold on the product. Now because of one negative interaction with the brand, I am strongly reconsidering my options.

This is a lesson that must be clear to all businesses. Whether you know it or not your business (product, service and people who make up your business) is your brand i.e. your reputation. If one person messes up, the entire business messes up, even more detrimental if it is the first point of contact.

My suggestion is carefully select who you employ. Skill and qualification is not enough today. Personality and tone of interaction with customers is far more important, since this will be the determining factor if a potential customer buys or not.

If you were the first point of contact how differently would you have handled the situation? Leave a comment and let me know.

The Ranter.

Posted with WordPress for BlackBerry.

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Posted by on April 1, 2011 in Brands


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Why Claro Failed to Beat Digicel

So by now everyone should have gotten the news that Claro has sold their Jamaican division to Digicel Jamaica. I do not know the real reason why Carlos Slim decided to sell, since I wasn’t in presence of the negotiations as it happened. Furthermore, I do not know why he decided to enter the Jamaican market in the first place. Some say it was to prove a point as Digicel Group had entered their territory after an informal agreement not to, so they simply decided to return the favour by coming to Jamaica…or so it said at least.

However, I’m not here to discuss why Carlos Slim decided to establish Claro in Jamaica or why he sold, I’m here to discuss why Claro failed to beat Digicel. To be honest I can’t say that I’m surprised at this action.  I have been observing Claro from the very beginning when they entered the Jamaican market, and they were doing things wrong from the very beginning in so many areas. They entered the market under the impression that Digicel’s success was merely due to great marketing, and therefore if they could enter the Jamaican market and ‘outmarket’ Digicel then they could take Digicel’s dominance in the marketplace. Sure Claro can easily outmarket Digicel in terms of  dollars and cents, I mean it is owned by the richest man in the world. Therefore, this not only means more money-spend on better marketing, I reiterate: in terms of dollars and cents, but also a lot could be spent on R&D for the latest technology that Digicel may not have access to, and also they could offer lower rates than Digicel could, I mean they could afford it.  So the plan was simple, outspend DIgicel. Sounds like a fairly reasonable and logical plan, more money for marketing and better tech, and lower rates. Business over the years has taught us that if you offer a better product at a lower price then you’re sure to beat the competition. Except they left out the fundamental, core, at the heart reason why Digicel was successful in Jamaica in the first place…the people.

Let’s not take into consideration the other guys that had a monopoly once upon time who digged their own grave in the past, making it all too easy for competition to set in and take over the market. Let’s ignore the fact people wanted a change, and like Obama Digicel brought that change…let’s ignore that fact. That only made it easier for Digicel to successfully penetrate the market, but it is its connection to the people that made them successful, more importantly the young people. The young people who are pretty much the ones who spend the most on the latest tech in the first place.

Digicel came to Jamaica during a time when it was next to impossible for young adults, especially those just leaving university, to get a job. There was always the painstaking fact that no one wanted to hire employees with no prior experience (but then you ask how are they suppose to get experience if they have no job to begin with? But that’s something for another time). Digicel took in all those unemployed university graduates and said “Hey come work for us, we can relate to what you’re going through.” Not only that, Digicel pretty much made it look cool to work for somebody else back in the day, everybody wanted to work at Digicel. It was overrun with university graduates which added an element of fun and hipness to the work scene. So then the virality effect took over, a friend told another friend who told another friend and soon enough Digicel was the had more than their share of university graduates working for them. Digicel was where it was at. Digicel went a bit further to offer exceptional customer service, something that was/is pretty much non-existent in most Jamaican businesses. So through that mere act they were able to differentiate from every other Jamaican business. Then guess what, not only were the staff talking but now the customers were talking, and Digicel’s snowball effect grew even more instantly propelling them to dominant market share and to being the Bigger Better Network (I’ve been waiting for the chance to put that in).

Digicel made a connection with the Jamaican people, and I think that is what Claro missed out on and failed to realize. They tried to buy out the people instead of making an emotional connection with them. Instead of first trying to build their brand into something that everyone wanted to be associated with, which is what Digicel did. They tried the traditional, bully tactics thinking it would work and it failed. Why did it fail? Because today the power is with the people not the brand. The people decide who they want as their representative, not the other way around. I only hope Digicel recognizes this and does not become too complacent and comfortable in their possession of success to realize they need to maintain that connection if they want to continue having the success they currently are.

This only proves in today’s marketplace, Jamaican or otherwise, it is not about who has the bigger budget but who can make the greater connection. Digicel made that, established it, and put their stamp of approval on it, the Marketing simply helped to reinforce their brand and remind the people why they chose Digicel in the first place.

Take a page all you other competitors out there, Digicel is here to stay.

The Ranter.


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Better No Website Than The Worst Website

In today’s marketplace a website is like your customers first store stop.  It is the first contact they have with your business even before they interact with you, your sales reps, or even your receptionist.  Therefore, it is important that the first point of contact is the most memorable and impactful…in a positive way that is.

It’s sad to believe in the digital marketplace that we live in today, where pretty much every business and customer exists online, there are still those who take something as important as a website so slightly.  It’s bad enough when a website isn’t SEO optimized, Mobile optimized, not user-friendly and has no clear call-to-action, if any at all.  But one would think that the business would at the very least take the time to put a somewhat decent and visually appealing site together.  Even if I can’t find what I’m looking for easily, even if I can’t view it on my new stylish smartphone, even if the website doesn’t rank in the top 10 or even 100 of Google’s search rank, I can at least expect to type in the url and be presented with a decent enough website that makes me go “Hmmmm…this looks pretty good.”  You’re telling me I can’t even get that?

I visited a website the other day, and to say the very least I was disgusted and traumatized (I wanted to be nice but I had to call it as I saw it). There was no strucutre (nothing in a table to make it look uniform), which already is a big turn off for me.  The colours don’t complement or coordinate.  The navigation bar is close to non-existent (I’m still searching for it).  There should just be a big X on this website.  As much as I may be slandering the website, my words don’t even compare to how bad this website looks.  It looked like the science experiment of a 10 year-old child rather than a business serious about business.  Suffice to say it only accomplished one thing, telling me that I will never be doing business with them.

Deep down I’m still hoping that they have a new website somewhere and just somehow forgot to take down the old one; or at least working on the new one ASAP!.  What troubles me the most is they actually have a Marketing Manager…smh!  I wonder what their job description is?

Still, with everything there are 3 sides to a story, my side, their side, and the truth.  So I leave everyone to decide if maybe I’m being too harsh.  Here is the website (sorry guys it’s for your own good).

What do you think about it? Leave your comments below.

The Ranter.

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Posted by on March 2, 2011 in Online Marketing


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It’s Not Just About Marketing for Dollars & Cents

I find it weird that in my last post I was dishing it to Coca Cola and now I’m faced with being their defender.

Yesterday I was having a conversation with someone and they mentioned that their Sales coach mentioned that there are a few adverts that when televised gives the viewer absolutely no idea as to what it is they are selling…Coca Cola was the prime example of course.  Quickly I found myself coming to Coke’s defense, but not because I’m a loyal customer of Coke (I’m a Pepsi guy), but because the person who made such a comment and used Coke as an example clearly has no idea of Marketing in the 21st century.

Now I do admit that there are brands that advertise their products and services, and majority of the time it has absolutely nothing to do with what is being sold.  However, in this case I had to disagree.  The argument was that Coke made a commercial where there were carolers singing a cheerful tune, with a ‘Christmasy’ warm feel.  Apparently viewers had to wait until the end of the commercial before realizing that the commercial was really about Coke, and because of this the Ad was ineffective.  I have no idea how true this is because I didn’t bother to take the time to search for the Ad.

Still, the individual failed to realize the point of the commercial.  Their perception of the commercial was that it would be ineffective in selling Coke, you know dollars and cents, increasing revenue.  What he failed to also realize is that today marketing is not as simple as before when it was about how much money did we make from our marketing spend.  Today marketing is a bit more complex and metrics to measure success of a marketing effort have also evolved.  With the development of brands, marketing had to switch from being simply about dollars and cents to a more subjective metric.  This was no exception with Coke’s commercial.  I have not seen the commercial as mentioned, but quickly I could deduce that Coke’s primary intention was clearly not to try and sell more Coke, but more so to reinforce their brand message of happiness, joy and togetherness, which is synonymous with what the Christmas is about. With the emergence of such influencers as Facebook and Twitter, it is no longer just about ROI (Return on Investment) but also ROE (Return on Engagement).  How engage your customers or fans are with your brand, this is the true power of marketing in the 21st century.  The more engaged a brand becomes the more inseparable it will become to the customer, which means the more dollars and cents the brand will make.  Marketing and brands seek to identify the indirect, subjective triggers that will cause a customer to spend any amount for their product or service, as Peter Cheverton calls it in Understanding Brands the ’emotional charge’ (yeah I just had to mention the it!)

So to close this is something that marketers of yesteryear need to understand, it is not about how much money a marketing campaign, Ad, or promotion can generate directly and immediately, but it goes deeper to identify the core of the customer and what will make that customer’s lifetime value with your brand increase indefinitely.

Do you agree or disagree? What is your take on it? Leave a comment below.

The Ranter.

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Posted by on February 28, 2011 in Advertisements, Brands


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