Chapters 25 & 26 – the FINAL chapters of “Building Brand YOU!” – Omar Abedin

Chapter 25 Elements of the “Marketing Mix” for Brand YOU! (media, packaging, price, promotion etc…)

The great Dr. Philip Kotler in his seminal works on the business of marketing created the 4 Ps that every marketer in the world is aware of. They stand for Packaging, Promotion, Place and Price. Since then, these Ps have multiplied and become more and more narrowly defined.

The crux of it though is simple. There are certain levers that you get to pull, certain buttons you get to push, when you are trying to build any brand, and many of them are applicable to Building Brand YOU.

To keep things simple, I’m going to try to list some of them for you, but this list is by no means exhaustive. If you can think of things to add here, please let me know and I will make sure they are incorporated in future editions (hopefully there will be more than one edition ☺).



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The new “Optimism is Contagious” ad by Maxwell House

The new Maxwell House optimism break ad
The new Maxwell House optimism break ad

I love this ad for Maxwell House coffee. If you haven’t seen the full video of “Jessica’s Daily Affirmation”, here’s a link to it…

This little girl is now quite a bit older – 13 or thereabouts actually – and a very self-confident young person. Watch a recent interview here…

Maxwell House has done a very nice job of exploiting a video that has already gone viral. BTW, this video has been around for some years, and has just recently gone viral, and picked up a huge number of views, comments and followers. What a nice way to market a coffee… wake up and smell the optimism :)

Well done, guys!


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