In this new episode, Marissa reacts to lessons from marketing’s best and unpacks what top marketers actually do differently, from Richard Branson’s brand obsession to the Savannah Bananas’ bold attention play.
◼️ why brand builds pricing power
◼️ how tension beats marketing every time
◼️ why safe ideas kill attention
◼️ how small iterations create billion‑dollar results
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Transcripts
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What do the world's best marketers know that you don't? Today,
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we're reacting to lessons from marketing's elite, and I'm going
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to decode exactly what they're saying so that you can apply it
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in your business. Most people think it's about creativity or
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budget. Well, it's not. It's about understanding
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psychology, positioning, and the hidden frameworks that
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the best marketers use. Let's see what they've got
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to share. Welcome to The Marketing Factory, where we don't blend in.
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I'm Marisa Candy. founder and recipient of Gold Stevie
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International Business Award, among many others. And for
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over two decades, I've helped businesses think differently about
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their marketing and achieve powerful results. In this
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podcast, I'll share proven strategies so that you can create
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profitable marketing campaigns that drive real impact
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for your business. Ready to become impossible to ignore? Let's
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Marketing can make you a millionaire. Building a brand will make you a billionaire.
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After hanging out with Richard Branson and asking him what is the most
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important skill in business to learn, to perfect, to
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get great at, to master. And he says brand. I still didn't understand
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it. because I was in the mindset of marketing. Marketing trends come
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and go, man. Brand is one of those things, if you do it right and you continuously pour
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into it, it gets more valuable, more valuable, and there's a disproportionate
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pricing power that you get back. A blank T-shirt, you
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can buy for three bucks. Depending on the value of the brand, you put a logo on
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that T-shirt, now you can sell it for 30. A different logo, you can sell
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Interesting. I love all the teachings of Richard Brands and he's got so
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many great messages for us all and this
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particular one being brand and he tips everything into
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brand and you can see it. In all of his brands,
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Virgin, the master of the brand, the master of taglines,
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making the airfare, I still love that tagline. It
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resonates with me. So, in this world
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of people questioning, right now, does branding
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matter? Does more content matter? What
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matters? So, are you putting your efforts into building
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your brand or are you just becoming another piece of noise in
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your industry? You want to charge more. You want to make
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more revenue. The way you can do it
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is through brand, building your brand, making it something recognisable,
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making it something distinctive, making it something that sets
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you apart from every other competitor in your industry. That's
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where the real winners are made. Thanks Richard Branson, thanks for sharing this
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Tension beats marketing 1000% of the time. You can market, market,
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market and talk, talk, talk, but what's going to get attention? Most people have
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Love that. Do you have an attention plan? What makes people stop
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scrolling? What makes people look at you? Building
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attention. plans into your marketing plan. What a great idea.
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There's difference. When you create attention, you're doing something no one else has done before.
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That's what gets attention. Marketing doesn't get attention unless it's different.
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Gary V talks about this all the time, that we are in an attention economy
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because we are not just vying against our
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competitors, against our industry. We are vying for time in
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people's lives. You make something worth watching,
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worth stopping for, making it different to what they're
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used to seeing, stopping the scroll, the more dwell
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time that you have on your business, on your brand, the more
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So like, all right, what are we going to do to create attention? And so we
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had to name the team contest. Every team does that, but
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they usually pick the one that everyone wants. We did not do that. So
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everyone was like, you need to be the spirits, or the anchors, or the ports, or something that
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fits Savannah. Sure. Nah. Actually, a lot of people were suggesting the
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So finally, we saw this one suggestion, just one out of thousands, from
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How interesting. When we put a bunch of people together in a room, what
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are people likely to do? Agree. Or take the safe option.
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OK? It's risky trying to stand out being different.
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And they named their team the Bananas. I kind of wanted to say with
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my American flavour. But how brave. If you are trying to
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gather attention, you can't play safe. You have
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to take a risk. You have to be brave. You have to be prepared
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to do something that no one else is prepared to do. And
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instead of calling your team the spirits, the braves, that you call your
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team the bananas. Go bananas. I want to
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say bananas again, but tomato, tomato. But great lesson
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in that. What's your business doing to gain attention? What's
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it doing differently? If you're going to come up with the name of your next
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product, campaign, service, is
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it something different or is it something that just merely blends in? Because
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blending in will just merely leave you to be forgotten. Let's
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have a look at the next reel. Just quickly, if you're a business owner
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struggling to see results from your marketing or you're overwhelmed by
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the thought of marketing your business, we can help. Book in a
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call with my team using the link in the show notes and let's get your
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1.3 billion dollars worth of sponges. She's slinging plastic like Happy Meals.
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There's nothing new in this world. I always say it. The voice is not new. It's
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It is a reiteration. We get stuck with this concept as business owners,
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right? We're sitting at home, we're thinking, we're wasting
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countless hours going, I've just got to come up with the next greatest thing,
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you know, like the post-it note or the
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USB charger. But we frankly don't. A
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lot of great ideas out there. I just need
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a little slight iteration, a little improvement. If
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you see an opportunity in an existing product to make
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it better, Go and do it. Explore it. If your
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product or service needs a little iteration to make it better
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and different, that's the opportunity. That's what these products
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and successful businesses are teaching us. Sponges, you
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know, Scrub Daddy didn't invent a sponge. They just made
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sponges fun, have a personality. And
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they sold literally millions. The opportunity is
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this. What can you do to slightly
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adapt, adjust your existing product or
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service to make it better for consumers? Always
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has to be with the consumer in mind, not what you think,
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but what actually makes their lives better, gets
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them closer to their goals or further away from their pain. Look
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I call this reverse benchmarking. You don't make yourself like your
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competitors. You find out one thing your competitors are weirdly bad at
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and you double down on that. And I noticed this pattern, everything from Apple
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to Bucky's to the Moxie Hotel. All of these really successful
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innovations are a product of reverse benchmarking. Eleven Madison Park,
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number 50 restaurant in the world, San Pellegrino Awards, wants to
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get to number one. He takes his whole team out to the number one restaurant in
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the world and everybody starts making lists of what they do really well so
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they can copy them. Will gets not interested in any of that. They're already doing it.
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So what's the point? Let's ask a different question. What didn't they do well? The
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chefs, a lot of them drink beer, not wine, because being honest
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people, they think that beer is a great drink and wine is a load of wank. So
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the beer was disappointing, coffee was disappointing. So he goes back to his own restaurant
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and says, right, you, guy who's a coffee nut, you're now the coffee sommelier, and
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your job is to make this the best coffee experience in any restaurant in
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the US. And the other guy, guy from the kitchens, who's a total craft
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ale nut, is the beer sommelier. Not many people in a Michelin three-star
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restaurant are for beer, but they're just expecting nothing. They expect, yeah, we
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Right. Don't focus on what everyone else is competing at
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or trying to win at. I've talked about this before. If
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you can, as a business, make yourself the only place where
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customers can actually get that product from, that combination of
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service from, a unique experience from, guess what?
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Your competition dilutes. You are sitting
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alone on your own self-made island. and
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the only way that people can gain that experience, that product,
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that combination, is by coming to you. Choosing you.
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Make yourself different. Stop competing on
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the same levels that everyone else
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is. Stop going after the same customers, the
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same repeat trade that you've always gone after
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or your industry goes after. Find something different.
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Find something that the others are not promoting and
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you will find that you will then be creating yourself a
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space where only you and maybe potentially a
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small few others operate. I hope you've enjoyed these viral
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videos where I get to share a little bit about my
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knowledge on what's trending out there, what's happening in
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the marketing world online so that you can relate to it
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and bring it in to your business. Until next episode, see
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you then. Thanks for tuning into The Marketing Factory. If today's
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episode helped bring clarity to your marketing strategy, please leave
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a five-star review on Apple Podcasts or Spotify. And
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don't forget to subscribe on your favorite platform. Stay
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connected with us on the socials at The Marketing Factory or
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at The Marketing Factory AUS, and let's keep turning clarity
