Rafe Offer: Marketing Expert For Coca-Cola & Walt Disney [Business, mindset, entrepreneur, disruptors]

Disruptors

Rob Moore

Careers, How To, Business, Self-improvement, Society & Culture, Marketing, Investing, Education, Entrepreneurship

4.8 • 1.4K Ratings

🗓️ 24 October 2021

⏱️ 39 minutes

🔗️ Recording | iTunes | RSS

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Summary

An enlightening and inspiring episode where Rob speaks to Rafe, an expert in marketing, including working for Coca Cola and Disney! They talk all things marketing, branding and delve into some of Rafe’s key learnings over his impressive marketing career. Secret Leaders Podcast Listen Now https://podcasts.apple.com/gb/podcast/secret-leaders/id1229438369Learn what it’s really like to be a top entrepreneur and how to get there from founders of startups like Monzo, BrewDog, Jo Malone, Slack, and Lastminute.com KEY TAKEAWAYS Branding is what you want to stand for as a company for the longer term. The best form of marketing is when a customer experiences something and just can’t wait to tell everyone else about it. Rafe found working at larger companies taught him a lot about what not to do, this was just as valuable as the things he learnt to do whilst working there. Larger companies have a unique challenge in that many people are doing jobs, not realising what they do each day feeds into the customer, not realising the impact and the difference they can make. Building and instilling a great vision can really help with this, ensuring every employee truly understands what the companies aim is and how they fit into it. Toxic people in companies can destroy morale and will end up coming back to bite you. No matter how well they perform, you need to remove them as soon as you can. Marketing has changed considerably and quickly over the past two decades. Marketing has gone from more ‘blanket’ approaches with little tracking to being able to be ultra-specific and precise and being very measurable. BEST MOMENTS “Branding is the longer-term thing you want to stand for in your business” “Get rid of toxic people” “Top performers can often suppress others” [Business, mindset, entrepreneur, disruptors] VALUABLE RESOURCES https://robmoore.com/ bit.ly/Robsupporter https://robmoore.com/podbooks rob.team ABOUT THE HOST Rob Moore is an author of 9 business books, 5 UK bestsellers, holds 3 world records for public speaking, entrepreneur, property investor, and property educator. Author of the global bestseller “Life Leverage” Host of UK’s No.1 business podcast “Disruptors” “If you don't risk anything, you risk everything” CONTACT METHOD Rob’s official website: https://robmoore.com/ Facebook: https://www.facebook.com/robmooreprogressive/?ref=br_rs LinkedIn: https://uk.linkedin.com/in/robmoore1979 disruptive, disruptors, entreprenuer, business, social media, marketing, money, growth, scale, scale up, risk, property: http://www.robmoore.com

Transcript

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0:00.6	Branding is the long-term thing that you want to stand for with your business.
0:07.7	If you don't mind us starting, Rafe, could you maybe share what you believe marketing to be
0:14.8	and what you believe the difference between marketing and branding is?
0:18.8	Sure, no problem. So yeah, that's a great question. I would say that branding is the long-term
0:27.3	thing that you want to stand for with your business that you probably won't depart for
0:33.7	from, if ever. So Disney, you know, we were at a high level about making people happy, right?
0:40.9	An experience that makes you smile, that makes your kids smiles, your grandkids, whatever.
0:45.7	So the branding is the long game, the marketing points at the long game, but really marketing
0:52.3	is sales. Marketing changes every day sometimes, sometimes even every minute. If something happens
1:00.4	that affects your product, your business, your brand, you have to evolve constantly.
1:07.6	And if you make a marketing plan for the year, you know, COVID happens and boom, you've got to throw
1:12.8	it away and change it. So I would say that marketing is an ongoing nonstop relentless obsession
1:20.9	and how you're going to get people to know about what you're doing. Whereas branding is
1:26.1	what in the long game you want to stand for, for whoever you are as a company.
1:33.4	Thank you, Ray. I had this question for a bit later on. It's one of my favorite questions.
1:38.4	It's not particularly intellectual, but I like to ask it, but I'll ask it now. What do you think is
1:44.0	the most important sales or marketing? And what's the difference? Like guns to your head, Ray,
1:51.2	if you have to choose one or the other. I mean, I'm going to pick sales because I really think
1:58.5	that marketing is a subset of sales. And there may be people that working with in the past will
2:05.4	should be for saying that. But I think that sales is eventually what we're about, right? You want to
2:11.7	sell your product. You want to make more money. And to the point of what we're talking about today,
2:16.7	recurring income, it can only come when you get one sale, right? To get a second and a third,
	...

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