Jun 11, 2021
Today I am so excited to have
Scott Miller back on the podcast to talk about marketing and
branding, some of my favorite things! I really love the way Scott
puts his books together, broken into 30 chapters with great,
brain-friendly tips that you can begin implementing one day at a
time. Essentially, the thought is that you can take a month and
learn one lesson each day to uplevel in that particular
As you’ll hear more in the
conversation, this is the second book in a planned series of 10;
the first of which Scott discussed Management Mess to Leadership
Success last time he
was on the show. Today is about going from Marketing Mess to Brand
Success, plus a funny
story about a popular product that was originally called the
“I-Suck” – can you guess what it is? Hear the answer and learn more
about Scott and his work in the show.
- [00:06] In today’s episode, I’m
delighted to bring back Scott Miller of Franklin Covey.
- [01:17] Today is about going
from a marketing mess to brand success.
- [04:15] Scott shares more about
who he is and what he does. He is a 25 year associate of the
Franklin Covey Company.
- [05:00] Today, we focus
on Marketing Mess to
Brand Success – the
second of a ten-book series.
- [05:56] If you have something
to say, write a book. Your book has not been written until you have
written your book.
- [07:44] Scott’s books are very
practical and they all follow the same format with 30 challenges.
The chapters are very intentionally breezy and
- [09:14] There is enormous power
in teaching through your messes.
- [10:38] Scott shares his
favorite marketing messes from the book.
- [12:51] A lesson he learned is
that you can’t control all the outcomes of a marketing campaign. He
shares some of the lessons he has learned in his
- [14:49] Melina shares her own
funny story from a marketing campaign she was part
- [17:25] It’s The Customer,
Stupid is the first challenge in his book. As a marketer, you have
to be the voice of the customer.
- [18:55] The best salesperson
isn’t the person who has committed their third-quarter goal to
memory, they’ve committed their client’s third-quarter goal to
- [20:07] We tend to market the
way we like to be marketed to. Don’t always do what you like and
know best. It may not always be the right
- [22:34] Marketers need to be
close to the cash.
- [23:27] A marketer’s number one
job is to generate revenue-paying clients.
- [26:38] There is a massive
difference between facts and your feelings, emotions, and
- [27:48] As marketers have you
done your research? Do you know what circumstance your client is in
or are you guessing?
- [29:38] What you say are the
facts might just be your own biases creeping in because you are so
passionate about your idea.
- [30:22] 93% of organizations
achieve success with an emergent strategy, not their deliberate
strategy. They often have to pivot and search for new
- [32:02] It is important to
speak your customers’ language.
- [33:15] The biggest messaging
mistake people make is that they tell their story. They don’t tell
a story that their client can find themselves in.
- [36:01] Never forget you have
two buyers. You have an internal and external
- [37:58] Marketing is very
reactive. Branding is this touchstone and is
- [39:35] You have to build a
brand and earn a brand with some of the outcomes of your marketing
efforts. You need to have a strong marketing strategy that helps
you build revenue and a brand.
- [40:07] Your brand is a result
of this: did you make and keep a promise? Brands are hard to
- [41:19] Scott shares his story
about a brand being a memory with Ralph Lauren.
- [44:51] Melina shares her
- [45:47] Melina’s first
book, What Your Customer
Wants and Can’t Tell You is officially available on Amazon, Bookshop, Barnes
Book Depository, and Booktopia.
Thanks for listening. Don’t
forget to subscribe on
Android. If you like
what you heard, please leave a
review on iTunes
and share what you liked about the
I hope you love
everything recommended via The Brainy Business! Everything was
independently reviewed and selected by me, Melina Palmer. So you
know, as an Amazon Associate I earn from qualifying purchases. That
means if you decide to shop from the links on this page (via Amazon
or others), The Brainy Business may collect a share of sales or
More from The Brainy Business:
Get the Books Mentioned on (or related to) this
Connect with Scott:
Past Episodes & Other Important Links:
Episode 148: The Speed and
Economics of Trust, an Interview with Stephen M.R.
Episode 69: Management Mess To
Leadership Success, an Interview with Scott Miller, EVP of Thought
Leadership at FranklinCovey
Episode 150: Using Behavioral
Science to Build Connections, an interview with Jon Levy, author of
Episode 145: The Power of Story, an
Interview with Dr. Michelle Auerbach
Episode 147: What Your Customer
Wants and Can’t Tell You: All About Melina’s First
Episode 18: Priming: Why You Should
Never Have A Difficult Conversation With Someone Holding An Iced
Coffee: A Behavioral Economics Foundations Episode
Episode 102: Confirmation Bias: How
Your Subconscious Beliefs Shape Your Experiences
Episode 126: The Most Important
Step in Applying Behavioral Economics: Understanding the
Episode 44: Rebrand, Refresh or
Episode 43: A Guide for You to
Create a Brainy Brand
- Check out
What Your Customer Wants and
Can’t Tell You on Amazon, Bookshop, Barnes
Book Depository, and Booktopia