Who better to explain marketing and branding than a professor of marketing? In this video, Professor Malcolm McDonald presents the key elements of world class marketing, which include (taken off the slideshow at the beginning of the video) “profound understanding of the market-place” among many other wonderful pieces of information.
Before you spend a bunch of money on your logo and your tradeshow display, first you have to understand WHO your market is. That means making a market map, and realizing that 80% of the decisions are made by 20% of the people. Who are those 20%, and how can you market to them?
Professor McDonald offers a no-holds-barred, very dry explanation of marketing in a surprisingly entertaining way. If you want to hear it straight, unfiltered, and honest, watch this video.