MRKTRS WKLY #36
BILLION DOLLAR BRAND BUILDING WITH BIDDLE
Gibbson Biddle knows a thing or two about creating a brand. He worked as VP Product at Netflix from 2005-2010 and has written a killer article on brand building.
Over the last twenty years, Netflix has evolved from a DVD e-commerce site to a global billion dollar Internet TV behemoth. But it’s been far from a smooth journey (they lost 800,000 customers in 2011 😲).
Despite bumps and roadblocks, they’ve nailed a hard-to-copy brand which is crucial to their global success.
Here’s the two models Biddle used to drive the Netflix marketing and product teams as both evolved and intertwined together:
- The positioning model: what’s the one word you’d like to own for your product or company?
- The brand pyramid: Product attributes + benefits + emotion + aspiration.
Plus take a peak at Biddle’s super interesting breakdown of the evolution of their homepage over the years – Netflix’s billion dollar landing page.
📍 Key takeaway: take your best shot at defining the model, then explore the various ideas with consumers via focus groups, surveys, but most importantly, A/B tests.
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WEEKLY PICKS
THAI BANNED – Did you know renting an Airbnb in Thailand for any time less than a 30 day period is considered illegal? Hosts are facing fines for daily and weekly Airbnb rentals. 🇹🇭🏨 – Read More
NOMAD MAP – Here’s a super useful map for traveling MRKTRS seeking local Digital Nomad Facebook Groups to engage with a local DN community. Search by location or sort by member size. 🌏👨💻 – View Map
INFLUENCERS – A leaked screenshot of a new advertising platform from Facebook shows how marketers can connect with social media influencers to team up on sponsored-content. 📸📱 – Read Now
ZUCKERNET – In 2013, Facebook launched Internet.org and it was a big focus for Mark Zuckerberg. So what actually happened? 👨💻🤔 – Read More
CAMPAIGNS – Optimizer have dropped two golden nuggets for Native affiliates.
✍️ 100 top headlines used by affiliates in 2018 – Read
✍️ 250+ high converting creatives from native campaigns – Download
PHOTO OF THE WEEK:
KROUM VASSILEV w/ MASS MRKTING
Submit your best work/lifestyle photo or video in the MRKTRS Facebook Group👇
ACTIONABLE ADVICE FROM THE DIGITAL NOMADS OF REDDIT
A Reddit user asked the r/digitalnomad community to reflect on past experiences living the digital nomad lifestyle.
Many DN’s chipped in with some helpful advice for future work+travel online entrepreneurs:
- Build a solid client/job list before leaving (focus on the billable tasks when travelling. Not biz dev).
- Spend less time and money jet-setting across continents – explore neighbouring countries by bus/train.
- Don’t ever slip into full holiday mode. Keep up momentum with routines and scale your business if the opportunity presents itself.
- Pay more attention to your home country’s tax regulations.
- Don’t depend on one income. Diversify.
Heading out on some digital nomad adventures this summer? Share your story by hitting reply.
Where are you going? For how long? What job/s are you using to fund your travel.
Stay tuned for the next edition of MRKTRS WKLY.
Want to offer some feedback or submit content? Email us at [email protected]