Marketing & BrandingFounders InstituteKuala Lumpur, June 9th 2014

Assumption:You have something that somebody in the world needs or wants

You understand marketing fundamentals

Two Parts:Strategic & Tactical

STRATEGIC

Marketing is about creating and communicating meaning & aspiration (how somebody’s life willbe different now that he/she uses your product)

in a unique and authentic way

Google organizes the world’s information

Facebook gives people the power to share andmake the world more open & connected

KidZui makes the internet big fun and safe forkids

Ingredient One: You Must Have AMission/Greater Purpose

Ingredient Two: A Market Space You Can Create And Own

WHAT DO YOU DO??In 1-2 sentences

HOW IS IT DIFFERENT?In 1-2 sentences

WHY DOES IT MATTER?In 1-2 sentences

Ingredient Four: A Unique Voice

You must understand and live the definition of remarkable

Ingredient Five: Clarity & Simplicity

It’s not about the technology...it’s about the outcome of the

technology

Great tech enables the path of least resistance to what your customers

want

Ingredient Five: Consistency

Your Team

Your Partners

Your Investors

Your Market

TACTICAL

Rule One: Product Is The Marketing Is The Product

acquisition retention monetization

is actually

acquisition engagement retention invitation monetization

Product must, at least:

Be easy to use

Create an aha moment early

Be remarkable

Easy to talk about & share

(conversion = intent - friction)

Rule Two: Every Step of Marketing Is About Conversion

(conversion = intent - friction)

EXAMPLE: GETTING PRESS

(getting an article = great and unique store – time andEffort to write that story)

Rule Three: You Must Market To New Customers As Well As Existing

You should approach as individual marketing funnels

Rule Four: You Have To Tell Authentic Stories That Are Remarkable

PR, partners, and customers

Rule Five: Be Authentic About SEO

Content, including social, wins

Rule Six: Create Raving Fans First

However small the community

Rule Seven: 20 Percent Art & 80 Percent Science

Successful marketing and branding is a series of well-defined and measure experiments

IF YOU REMEMBER NOTHING ELSE:

BE REMARKABLE

BE AUTHENTIC

CONSTANTLY BE TRYING STUFF

MEASURE EVERYTHING