Episode 804: How marketers can tear down the walls, with Michael Solomon
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Hundreds of thousands of business students have learned about marketing from Michael Solomon\\u2019s 30+ books, including \\u201cConsumer Behavior: Buying, Having, and Being\\u201d -- the most widely used book on the subject in the world. He is a professor of marketing, keynote speaker, and an advisor to global clients in leading industries on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America, and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek, and Time. And today...we\\u2019re going to dive deep into Michael\\u2019s latest book entitled, \\u201cMarketers, Tear Down These Walls! Liberating the Postmodern Consumer.\\u201d
What you\'ll learn about in this episode:
- Why it\\u2019s not about what you buy, it\\u2019s about why you buy
- How to succeed with your marketing in today\\u2019s super competitive marketplace
- Why storytelling is vital to a brand\\u2019s success
- Why your deliverable is not about the attribute of your brand, but rather the benefits
- How Michael selected the title of his new book, \\u201cMarketers, Tear Down These Walls! Liberating the Postmodern Consumer\\u201d
- How consumers are no longer confined to traditional categories
- Why you shouldn\\u2019t define your business in terms of how you see it, but how your customer sees it
- Why your best employees are likely your best customers
- Marketing to your customer vs. marketing with your customer
- How the best suggestions for new product modifications come from your lead customers
- How authenticity is a key component to break down the barrier between the company and the consumer