Marc Kuchner [email protected]

Marc Kuchner
[email protected]
Fundamental Theorem of Marketing:
There is no altruism.
Everything you get from other people
comes because you met someone else’s needs or
desires.
Marketing is the craft of understanding and
meeting people’s needs and desires.
air, water, food, shelter, excretion, sex
safety and security of: body, health,
family, employment, property
companionship, family, intimacy
Maslow’s
Hierarchy
of Needs
self-esteem, confidence,
achievement, respect
creativity, morality, spontaneity,
problem solving, learning,
acceptance of facts,
art and science
Sales
air, water, food, shelter, excretion, sex
safety and security of: body, health,
family, employment, property
companionship, family, intimacy
Sales
meets
these needs.
self-esteem, confidence,
achievement, respect
creativity, morality, spontaneity,
problem solving, learning,
acceptance of facts,
art and science
A Few Enthusiastic Words
Steve Jobs has used at MacWorld
Stunning
Revolutionary
Incredible
Beautiful
Best
Great
Awesome
Remarkable
Tour de Force
Cool
Some Negative Words
(courtesy of our colleagues)
No
Bad
Useless
Don’t
But
Shouldn’t
Can’t
Meh
Mediocre
Unintersting
Stupid
Pathetic
Idiots
Sucks Sucks Sucks
Branding
≠ brands
A “brand” is a product/company’s
reputation, the gut feelings people have
about it.
air, water, food, shelter, excretion, sex
safety and security of: body, health,
family, employment, property
companionship, family, intimacy
Branding
meets
this need.
self-esteem, confidence,
achievement, respect
creativity, morality, spontaneity,
problem solving, learning,
acceptance of facts,
art and science
I claim that these are all brand names.
cell
quantum mechanics
osmosis
species
seismology
bacteria
black hole
dark energy
quark
laser
I claim that these are all brand names.
cell (Robert Hooke)
quantum mechanics (Max Born)
osmosis (Thomas Graham)
species (Ernst Mayr)
seismology (Robert Mallett)
bacteria (Christian Gottfried Ehrenberg)
black hole (John Wheeler)
dark energy (Michael Turner)
quark (Murray Gell-Mann)
laser (Charles Townes)
The right way to make up a brand name.
The Jenny Craig Figure
What you have now.
What you will get if
you fund me.
Without
Band-limited Mask
Only the star is visible.
With
Band-limited Mask
Here’s the planet!
Explaing your research to someone at
a meeting: 3 steps
1) “Well, you know about;”
2) Say the name your brand.
3) Ask a question.
Relationship
Building
Marketing
Funnel
credit: Pete Yezukevich
People’s names are important to them!
Learn them and use them.
Marketing
Science Itself
Marketing
Funnel of
Science
Citizen Science is one good way to
start repaiingr the marketing funnel
of Science.
What a Press Release SHOULD look like.
Click here to do a citizen science
project about this research!
The book is available on amazon.com
And come read the articles at
www.marketingforscientist.com!