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The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One. Kindle Edition
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Product - Meaning = Commodity
Product + Meaning = Brand
In a world flooded with commodities, price competition, design competition, down scaling, blah blah blah - your value is your story.
If you're wondering why you spent $1,000 on Facebook advertising and another $10,000 on a billboard promotion and didn't get any traction - this book is what you NEED.
Flooded with stories and strong references to brands and books where you can go on to learn even more.
If you're thinking of a weekend workshop for your business, get this book and get yourself to a quiet place and tackle her questions.
It's changed my business and I KNOW, it will change yours. For the better.
PS - did you know that the AirBnb website was originally developed in 24 hours?
:) highly recommended.
This book provides a lot of interesting examples of how businesses have used their brand story to greatly enhance the success of the business. I recommend it even if you aren't a business owner or marketer, as it's just very interesting to think about.
My favorite part is a simple sentence the author writes (paraphrasing): if you are looking for a book that will simply earn you an extra buck, pass this one up or get a refund. This book is about telling the story that will make you OR your business an long term enterprise with the end reward being more profits. Because of this, I'd simply state that the author has developed a methodology, explained herein this nice read, to do just that.
A fun read and to reiterate - a must for any entrepreneur, business leader or soloist / freelancer.
I learned about her work through an interview she did on a marketing podcast several months ago. Her thinking intrigued me and Seth Godin recommended her book. Bernadette speaks with clear intention and tells wonderful stories illustrating important marketing lessons. This book has 20 key ideas and insights to help you establish a framework for your brand. And best of all, there is a real fortune of wisdom inside.
I read The Fortune Cookie Principle on my last trip home from California. It is a small book bursting with a core idea that is simple yet profound. Marketers (and companies in general) are so hung up on selling the features of the cookie that they are forgetting to market the magic of their fortune. Think of a fortune cookie. It doesn't taste particularly good but what we are excited about is the fortune inside.
Marketing, when done right is that fortune. It’s the link that emotionally connects and binds us to a brand or a product. It is the activity that goes beyond the description of function and takes you toward emotional connection.
"People don't buy ideas. They buy into how an idea makes them feel."
One of my favorite examples in the book is the story of the humble shopping cart. Mr. Goldman, some 75 years ago had a grocery store in Oklahoma. He noticed that people had a problem carrying their groceries in their hands and he figured if he could help them, they might actually buy more groceries and have a better experience.
Who invented the shopping cart?
So he crafted a little makeshift trolley with a basket and then had a local manufacturer make 100 of them for his store. And what happened, people hated them. They thought that the cart made men feel inadequate and women were already busy pushing baby carriages around. Only older people were using them giving everyone the impression they weren’t for them.
So Mr. Goldman had an idea. He hired men and woman in their 20’s and 30’s to walk around the store using the cart. When a new customer came in, he said, would you like to use one of our new shopping carts, everyone else is? And the rest is history. The marketing idea of having models use the cart was the catalyst to acceptance.
Jiwa explains how the masters of marketing like Steve Jobs understood that people didn’t care about the computer power of his machines, they wanted to be part of the community he described in his ads. Whenever I read this, I know I want to join his tribe.
“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
Pick up a copy of Bernadette's wonderful book. It may help you find your fortune.
The author relates through a myriad of examples how great companies, large and small, told the story of their brand.
It's about how you need to find out what your story is and develop ways to get your story out.
Most helpful are the questions at the end of each chapter. They will help you think properly about your story and how you might want to tell it.
I intend to use those questions to hone my own story about G-Men Productions. Then we are going to rebuild everything we have to tell that story. Because we are not telling our story yet and that is going to change.