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 &
Noble, 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 &
Noble, Book Depository, and Booktopia