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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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Renegade Marketing summary
Drew Neisser
12 Steps to Building Unbeatable B2B Brands
18 mins
Brief summary
Renegade Marketing by Drew Neisser challenges the traditional marketing methods and provides a fresh perspective on creating authentic connections with customers. It encourages brands to take risks and be innovative in communicating with their audience to drive growth and loyalty.
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Renegade Marketing
Summary of 4 key ideas
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Key idea 1 of 4
Have the courage to craft a distinctive identity.
Today, marketing executives are trained to make marketing ever more complex; they have more data to work with than ever before, go to fancy training academies, and are given huge teams to work with. They’re told to imagine their target audience as having different personas and to try to tailor their message to fit every different audience.
But, here’s the thing: you absolutely cannot be everything to every person. If you make your message too all-encompassing, you actually end up confusing the consumer and pleasing no one. In order to be successful, you need to have the courage to have a simple pitch that’s different from your competition.
Let’s look at an example from the building industry. Neisser’s apartment board decided they needed to renew the hallway carpeting, and invited bids from different companies. The first two companies proudly stated that they worked for big restaurants, corporations, and private apartment buildings. The third company, JMPB Enterprise, made a different sort of pitch: it said that it worked exclusively on private apartment carpeting and offered no other services. It showed its expertise by naming specific problems it encountered on the job, namely complaints from residents about dust. Furthermore, it showed how it had solved that problem by budgeting for nightly cleanups and using special vacuums. By the end of the pitch, the board was sold. JMPB Enterprise had a unique selling point, and it could state it clearly and simply.
In the beginning, JMPB Enterprise had to turn down a lot of work because its target market was so specific. That was very scary, but over time it turned out to be its key selling point. It had dared to be different, and it worked.
The first letter in CATS stands for courage. To be courageous, renegade marketers need to be willing to cut through the noise and craft a simple, distinctive identity. And if something’s not working, they have to have the courage to pivot to something that does.
Making changes takes courage. But, in reality, failing to make the change can be riskier. Look at Netflix. The streaming giant was once in the business of mailing out DVDs. It invested in streaming well ahead of the competition and became a market leader. Blockbuster, on the other hand, was way too late to join the streaming game. This former entertainment giant went bust because it didn’t embrace change.
So, what kinds of changes are you willing to make to cut through the noise and make your company unique? In the next chapter, you’ll discover how to artfully articulate your company’s unique purpose — and make sure that it's shared by everyone in your organization.
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What is Renegade Marketing about?
Renegade Marketing (2021) is an incisive guide to becoming a cutting-edge B2B marketer in today’s frenetic corporate climate. It distinguishes four key characteristics of very successful marketing executives and shows you how you can apply them in your own company. Most importantly, it demonstrates how to create meaningful brands that are embodied at every level of your organization.
Renegade Marketing Review
Renegade Marketing (2020) by Drew Neisser is a refreshing take on marketing strategies that dares to challenge traditional approaches. Here's why this book is worth reading:
- With its innovative ideas and out-of-the-box thinking, it provides a fresh perspective on marketing, inspiring readers to break free from conventional norms.
- Through practical case studies and interviews with successful marketers, it offers actionable insights that can be applied to any business, making it a valuable resource for professionals.
- The book's engaging storytelling and relatable examples make it an enjoyable read, ensuring that readers stay hooked and motivated throughout.
Who should read Renegade Marketing?
- CMOs who want to learn how to bring their teams on board to implement new ideas
- Marketing buffs interested in learning new insights from one of the most influential B2B marketing gurus
- Anyone interested in how to create purpose-driven brands
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Renegade Marketing FAQs
What is the main message of Renegade Marketing?
The main message of Renegade Marketing is to challenge traditional marketing practices and think outside the box.
How long does it take to read Renegade Marketing?
The reading time for Renegade Marketing varies, but it typically takes several hours. The Blinkist summary can be read in just 15 minutes.
Is Renegade Marketing a good book? Is it worth reading?
Renegade Marketing is worth reading as it provides fresh insights and practical strategies for successful marketing.
Who is the author of Renegade Marketing?
The author of Renegade Marketing is Drew Neisser.
What to read after Renegade Marketing?
If you're wondering what to read next after Renegade Marketing, here are some recommendations we suggest:
- Marketing Made Simple by Donald Miller
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- Who Moved My Cheese? by Spencer Johnson
- Atomic Habits by James Clear
- Your Best Year Ever by Michael Hyatt
- Testing Business Ideas by David J. Bland and Alexander Osterwalder
- 80/20 Internet Lead Generation by Scott A. Dennison
- How to Grow Your Small Business by Donald Miller