1 00:00:07,040 --> 00:00:11,189 2 minutes ago. You knew nothing about me. Now. 2 00:00:11,190 --> 00:00:14,790 You know my name. You know my company. And you still don't know that much about me. 3 00:00:14,790 --> 00:00:19,860 But one thing you probably gather that if I get involved in something, you know, the ethos behind it, 4 00:00:20,250 --> 00:00:26,250 you know that I'm probably making decisions from from from a posture of purpose and not one just of revenue. 5 00:00:27,140 --> 00:00:30,740 And at the core of all marketing, at the core of all marketing, see, 6 00:00:30,740 --> 00:00:36,080 in the business world, as we create our own nomenclature, we create our own vernacular. 7 00:00:36,200 --> 00:00:40,549 We want to feel very good talking about these terms and confusing others with these term. 8 00:00:40,550 --> 00:00:44,540 But the reality is marketing is storytelling. It's the stories that we tell. 9 00:00:45,260 --> 00:00:50,330 And all of marketing as a business, as a solopreneur, as an entrepreneur, 10 00:00:51,260 --> 00:00:56,839 starts with the essence and defining the essence of who you are and why you do what you do. 11 00:00:56,840 --> 00:00:59,960 That all starts with positioning and and branding. 12 00:01:00,710 --> 00:01:07,400 Now, Professor Young Moon at Harvard University, who is one of the world's leading experts on branding. 13 00:01:07,820 --> 00:01:11,000 She wrote a book called Different, which I suggest as an additional resource. 14 00:01:11,000 --> 00:01:20,630 You guys all buy off of Amazon. It's fabulous. She defines positioning as occupying a distinct place in the mind of your audience or user. 15 00:01:21,530 --> 00:01:25,640 Now, in classical positioning studies, you have something called category attributes. 16 00:01:26,120 --> 00:01:33,139 These are the attributes that are absolutely essential for you to compete in the marketplace in which you're trying to operate. 17 00:01:33,140 --> 00:01:37,820 And these are your basic features. But in order for you to set yourself apart. 18 00:01:39,220 --> 00:01:44,110 In a market, you need to supplement category attributes with augmented attributes. 19 00:01:44,350 --> 00:01:47,980 These are the things that give you your brand yourself distinction. 20 00:01:48,400 --> 00:01:51,040 They make you sui generis, one of a kind. 21 00:01:52,270 --> 00:02:00,129 And in a world that's saturated with seeking our attention, your augmented attributes are not only why people buy from you, 22 00:02:00,130 --> 00:02:04,960 but more importantly, why they pay attention to you in the first place. 23 00:02:05,240 --> 00:02:08,980 What is my favourite cafe in the world called Box Brownie? 24 00:02:09,130 --> 00:02:11,710 It's in Stratford upon Avon, my second home. 25 00:02:12,580 --> 00:02:17,900 Now, what are the category attributes of a box brownie or any of our corner coffee shops that we love so much? 26 00:02:17,920 --> 00:02:21,010 They sell coffee, they have cakes. Box Brownie just introduced breakfast. 27 00:02:21,010 --> 00:02:25,300 I love breakfast. You're happy for me. But what are the augmented attributes? 28 00:02:26,020 --> 00:02:30,880 They use beans from the only roaster in Stratford upon Avon. 29 00:02:31,450 --> 00:02:36,250 Their milk is delivered daily from a local farm. That's. That's less than ten miles away. 30 00:02:37,030 --> 00:02:40,540 Their bread and croissants are brought over by the local baker. 31 00:02:40,810 --> 00:02:44,860 He hands them himself and all the regulars that are there in the morning meet and see the guy. 32 00:02:45,040 --> 00:02:52,520 And it's 5 minutes down the road. And there is a woman in Stratford upon Avon, which we've affectionately called the cake lady, 33 00:02:52,730 --> 00:02:57,890 who makes the most despicably gluttonous Bakewell that you could possibly imagine. 34 00:02:57,920 --> 00:03:05,780 It is unbelievable. And everybody knows about this woman and then has procured her services to provide all his cakes and add box brownie. 35 00:03:06,080 --> 00:03:10,100 Now, why do I go to Box Brownie? I go to Box Brownie because of the category attributes. 36 00:03:10,100 --> 00:03:14,270 Right. But they have coffee, they have breakfast, they have things to eat. But why do I care? 37 00:03:15,080 --> 00:03:18,200 Why am I sitting here talking to you about it? Why do I tell all my friends about it? 38 00:03:18,290 --> 00:03:19,700 It's augmented attributes. 39 00:03:20,150 --> 00:03:29,120 Because my friend Ben, who runs Box Brownie, everything he does is hand crafted, is local, is intentional and is deliberate. 40 00:03:30,090 --> 00:03:31,920 And those are the reasons why I talk about them now. 41 00:03:31,950 --> 00:03:36,600 Within positioning studies, there are all different types of postures an organisation can get into. 42 00:03:36,870 --> 00:03:41,700 I cannot go into detail because I'm probably already going to ramble on past my deadline. 43 00:03:42,210 --> 00:03:46,980 But I will say this if you go to Amazon, you just type in young mi moon, pick up the book different. 44 00:03:48,000 --> 00:03:54,880 I mean, it's a fascinating study on positioning and it'll be very useful no matter what business you decide to get into. 45 00:03:54,900 --> 00:04:03,180 Now, once you settled on your category attributes and you wrap them around choice augmented attributes, 46 00:04:03,570 --> 00:04:10,830 you need to begin to start thinking about marketing or the story you tell about yourself and about your business. 47 00:04:11,490 --> 00:04:16,800 Now, broadly speaking, there are all different types of marketing, but broadly speaking, there are two types of marketing. 48 00:04:17,010 --> 00:04:22,680 There's functional marketing that's price features, speed taste, the functions, 49 00:04:22,680 --> 00:04:25,480 the features of the thing that you're you're trying to get my attention up. 50 00:04:25,830 --> 00:04:34,110 And then there's aspirational marketing where you're inviting us to be a part of a narrative, a movement, a story, something bigger than ourselves. 51 00:04:35,430 --> 00:04:42,390 Functional tells me what you do. Aspirational tells me why you do it and why I should care. 52 00:04:43,700 --> 00:04:53,710 Now we might as well look at some American political campaign ads, because over the last three months, my country has spent $4 billion. 53 00:04:53,720 --> 00:05:00,650 Yes, children, that's with a B in order to get our attention in these midterm elections that are happening today, 54 00:05:00,800 --> 00:05:04,970 I'm going to transport us back to 2008. Functional, right. 55 00:05:05,120 --> 00:05:08,450 Functional at the most. Functional you can possibly be. 56 00:05:10,460 --> 00:05:14,180 This is who I am. Subtext. 57 00:05:14,960 --> 00:05:20,810 Please don't forget my face when you go to the polls. Aspirational. 58 00:05:21,440 --> 00:05:24,830 This is what I stand for. Subtext. 59 00:05:25,430 --> 00:05:29,870 Of course. You know who I am. Functional. 60 00:05:30,800 --> 00:05:36,520 Our coffee will save you money. Aspirational. 61 00:05:37,420 --> 00:05:40,569 Our coffee will change your life. Box underscore brownie again. See? 62 00:05:40,570 --> 00:05:47,790 These boys know what they're doing. Now, the former is a functional statement about price, right. 63 00:05:48,140 --> 00:05:55,790 And the latter is an aspirational statement about quality and about the hand and mind of the maker who is bringing the product to us.