Well, I finally did it. Turned my penchant for talking into a podcast. To give everyone an idea of what we're trying to do with the podcast, and to enhance the goal of the blog, the first episode is an introduction.
Traditional marketing and branding has an inside-out approach. Understanding the customer or client is now the central challenge to B2B companies. This means that companies should adopt an outside-in perspective.
As usual, Seth Godin adopts a strong position: good is much worse than great. I am reminded of Spinoza's famous claim (from 1677) that "all things worthwhile are as difficult as they are rare" (Pt. V, prop. 42).
If good isn't nearly as good as great, it seems to follow from this claim that it's better to perform 1 great act than 2 (or 3? or 4?!) good ones. Is this true?
Good branding creates an understanding of the essence of the company. Just as a writers characterization allows the reader to grasp the true essence of the individual (whether fictional or nonfictional), the brander must establish the true nature of the company.