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Marketing — Bold Cards

From the Four Ps to TikTok virality, attribution to brand equity. The disciplined art of getting strangers to care.

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From the Four Ps to TikTok virality, attribution to brand equity. The disciplined art of getting strangers to care. Key sections include: Market ing; What is marketing ?; The 4 Ps · McCarthy 1960; STP · Segment, Target, Position; The BCG matrix; The marketing funnel; Brand equity; Channels & where they fit; Attribution — the hardest problem; Case study: Nike's "Just Do It".

Key sections

  • 01Market ing
  • 02What is marketing ?
  • 03The 4 Ps · McCarthy 1960
  • 04STP · Segment, Target, Position
  • 05The BCG matrix
  • 06The marketing funnel
  • 07Brand equity
  • 08Channels & where they fit
  • 09Attribution — the hardest problem
  • 10Case study: Nike's "Just Do It"
  • 11Case study: Dollar Shave Club
  • 12Pricing: the most leveraged P
  • 13The seven sins of marketing
  • 14The creative brief
  • 15The numbers a CMO watches
  • 16Reading & watching

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Slide outline
  1. 01Market ing
  2. 02What is marketing ?
  3. 03The 4 Ps · McCarthy 1960
  4. 04STP · Segment, Target, Position
  5. 05The BCG matrix
  6. 06The marketing funnel
  7. 07Brand equity
  8. 08Channels & where they fit
  9. 09Attribution — the hardest problem
  10. 10Case study: Nike's "Just Do It"
  11. 11Case study: Dollar Shave Club
  12. 12Pricing: the most leveraged P
  13. 13The seven sins of marketing
  14. 14The creative brief
  15. 15The numbers a CMO watches
  16. 16Reading & watching
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Slide 01

What is marketing?

  • "Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return." — Philip Kotler
  • It's not advertising. Advertising is one channel. Marketing is the function that decides who to serve, what to make for them, what to charge, where to sell it, and how to tell them about it.
Slide 02

The 4 Ps · McCarthy 1960

  • PRODUCT
  • What you sell. Features, design, packaging, quality, warranty, returns. The good or service that solves the customer's problem.
  • PRICE
  • What you charge. Cost-plus, value-based, dynamic, freemium, penetration, skimming. The number on the label.
  • PLACE
  • Where it lives. Direct, retail, marketplace, wholesale, e-comm. The distribution path between maker and buyer.
  • PROMOTION
  • How they hear. Advertising, PR, content, sales, sponsorships, partnerships, SEO, social. The shouting layer.
  • Modern additions (Booms & Bitner, services marketing): People · Process · Physical Evidence — the 7 Ps.
Slide 03

STP · Segment, Target, Position

  • Wendell Smith's 1956 framing, popularized by Kotler. The most fundamental sequence in modern marketing.
  • SEGMENT
  • Slice the market. Demographic (age, income), geographic, psychographic (values, lifestyle), behavioral (usage, loyalty).
  • TARGET
  • Pick which segments to serve. Mass, differentiated, concentrated (niche), or micromarketing. You cannot be everything to everyone.
  • POSITION
  • Plant a flag in the customer's mind. Trout & Ries: "Positioning is not what you do to a product. It's what you do to the mind of the prospect."
Slide 04

The BCG matrix

  • Bruce Henderson, 1970. Plot every product in the portfolio on growth × market share. Four corners, four playbooks.
  • HIGH SHARE
  • LOW SHARE
  • HIGH GROWTH
  • ★ STAR
  • iPhone in 2008. Invest. Defend. They become the cash cows of tomorrow.
  • ? QUESTION MARK
  • Apple Vision Pro. Big market, weak position. Double down or divest.
  • LOW GROWTH
  • $ CASH COW
  • Coca-Cola Classic. Milk profits to fund stars and question marks.
  • ✗ DOG
  • Most legacy printer divisions. Harvest, divest, or shut down.
Slide 05

The marketing funnel

  • From Elias St. Elmo Lewis's 1898 AIDA framework to modern flywheels — the customer journey, mapped.
  • The numbers: 0.1% top-to-bottom is normal in cold paid media. 5–10% is healthy in warm channels (SEO, referral). The whole game of growth marketing is widening any conversion step you can.
Slide 06

Brand equity

  • Aaker's five components
  • 1. Brand awareness
  • 2. Brand loyalty
  • 3. Perceived quality
  • 4. Brand associations
  • 5. Other proprietary assets (patents, trademarks)
  • Interbrand 2024 top 5 most valuable: Apple ($516B), Microsoft ($340B), Amazon ($308B), Google ($333B), Samsung ($91B).
  • "A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well." — Jeff Bezos
Slide 07

Channels & where they fit

  • ChannelStrengthWeaknessBest for
  • SEO / ContentCompounding, ownedSlow, 6–18 month lagLong sales cycles, high-intent search
  • Paid search (Google)Captures intentExpensive in competitive verticalsDirect response, e-commerce
  • Paid social (Meta, TikTok)Massive reach, targetingIceberg attribution, ad fatigueBrand-building, impulse purchases
  • EmailOwned, ROI 36:1 (DMA)Deliverability, list decayRetention, lifecycle marketing
  • InfluencerTrust transferHard to measure, fraud riskLifestyle, beauty, gaming, DTC
  • AffiliatePay for performanceBrand control limitedE-comm, finance, software
  • Direct mailUnderused = stands outSlow, expensive per unitHigh-LTV niches, real estate, luxury
  • Out-of-home (billboards)Brand prestige, broadHard to attributeAwareness phase, IPO season
  • Podcast adsHost-read trustLimited inventorySaaS, DTC, finance
  • ReferralCheapest CACRequires PMFMarketplaces, fintech, social
Slide 08

Attribution — the hardest problem

  • You spent $100K on Facebook, $80K on Google, $40K on a podcast, and ran a billboard. A customer signed up. Whom do you thank?
  • FIRST-TOUCH
  • 100% credit to first interaction. Overrates discovery channels. Useful for awareness, blind to closing.
  • LAST-TOUCH
  • 100% to last click. Overrates branded search. The default in Google Analytics. Hides the work.
  • LINEAR
  • Equal credit to every touchpoint. Naive but neutral. Good baseline.
  • POSITION-BASED (U-shape)
  • 40% first, 40% last, 20% middle. The default in many B2B tools.
  • MARKOV CHAIN
  • Probability that removing a channel breaks the journey. Statistically grounded; harder to explain.
  • INCREMENTALITY
  • Holdout tests, geo-experiments. The gold standard. What does this channel actually cause?
  • iOS 14.5 (April 2021) killed deterministic attribution by requiring opt-in to ad tracking (~25% opt-in rate). Marketing has been re-learning to measure ever since.
Slide 09

Case study: Nike's "Just Do It"

  • 1988. Nike is at $877M revenue, behind Reebok ($1.7B). Wieden+Kennedy is asked for a tagline that unifies decades of fragmented campaigns.
  • Dan Wieden recalls that morning: "I was thinking about Gary Gilmore." The killer's last words before execution: "Let's do it." Wieden softened it.
  • Three words. Used continuously since. By 1998 Nike's revenue was $9.6B — a 10x in a decade. Most awarded ad slogan of the 20th century.
  • Lesson: a great brand line isn't about the product. It's a posture toward life that the product can serve.
Slide 10

Case study: Dollar Shave Club

  • 2012. Michael Dubin spends ~$4,500 producing a 90-second YouTube ad: "Our blades are f***ing great." It goes viral. 12,000 orders in 48 hours; the site crashes.
  • Insight
  • Razors are commodities sold under a Gillette monopoly with absurd markups. Subscription delivery + comedy positioning = unfair fight.
  • Distribution
  • YouTube + earned media. No retail. No big TV buys. Direct relationship → margin → reinvestment.
  • Outcome
  • Sold to Unilever in 2016 for $1B cash. Five years from launch.
Slide 11

Pricing: the most leveraged P

  • McKinsey study: a 1% improvement in price improves operating profit by ~11%. Same study, 1% volume improvement = 3.3%. Pricing is the highest-ROI marketing decision.
  • Cost-plus
  • Cost × (1+margin). Easy. Leaves money on the table when value >> cost.
  • Value-based
  • What is it worth to the buyer? Software pricing's promised land. Hard to discover.
  • Penetration
  • Underprice to grab share. Uber rides at $5. Risky if you can't raise later.
  • Skimming
  • High launch price, lower over time. iPhone pattern. Captures price-insensitive first.
  • Freemium
  • Free tier as acquisition. Conversion 2–5% typical. Spotify, Dropbox, Notion.
  • Dynamic
  • Price changes with demand. Airlines, Uber, ticketing. Can backfire (Wendy's surge plan, 2024).
Slide 12

The seven sins of marketing

  • 1. Targeting "everyone." If anyone is your customer, no one is.
  • 2. Falling in love with features instead of jobs to be done.
  • 3. Confusing brand with logo. The logo is the smallest part of brand.
  • 4. Optimizing the funnel without checking if the funnel exists.
  • 5. Reporting MQLs that never become revenue.
  • 6. Cutting brand spend when growth slows. The Ehrenberg-Bass evidence: brand pays years later.
  • 7. Believing your own ads. Nothing replaces customer interviews.
Slide 13

The creative brief

  • The single document every great campaign starts from. Variants exist (Saatchi, Ogilvy, BBH) but the bones are the same.
  • FieldThe question it answers
  • Why are we advertising?Business goal. Awareness vs. consideration vs. sales lift.
  • Who are we talking to?The single most receptive customer, in vivid detail.
  • What do they currently think/do?The starting point. Pre-existing beliefs and behaviors.
  • What do we want them to think/do?The shift the work must cause.
  • What's the single thought?The proposition. One sentence. No "ands."
  • Why should they believe us?Reasons to believe. Proof points. Credibility anchors.
  • Tone of voice / mandatoriesBrand voice, legal disclaimers, format constraints.
Slide 14

The numbers a CMO watches

  • CAC
  • Cost to acquire a customer. Track by channel. Track by cohort.
  • LTV : CAC
  • Healthy SaaS: ≥ 3:1. Strong DTC: ≥ 4:1.
  • PAYBACK
  • How many months to recoup CAC. <12 = healthy. >24 = peril.
  • ROAS
  • Return on Ad Spend. Revenue ÷ ad cost. Not the same as profit ROI.
  • NPS
  • Net Promoter Score. Probability customers refer you. -100 to +100.
  • BRAND LIFT
  • Survey-based unaided awareness. The slow-moving truth.
Slide 15

Reading & watching

  • Books
  • · Kotler — Principles of Marketing
  • · Ogilvy — Ogilvy on Advertising
  • · Trout & Ries — Positioning
  • · Sharp — How Brands Grow
  • · Sutherland — Alchemy
  • · Heath — Made to Stick
  • YouTube
  • · CNBC — Brand documentaries (Coca-Cola, Nike)
  • · Stanford GSB — View From The Top with CMOs
  • · Y Combinator — "How to Growth Hack"
  • · Marketing Examined — case-study breakdowns
  • · Rory Sutherland — TED, Nudgestock talks
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