Marketing Secrets Of A Class Clown

Creating a strong brand and establishing a leadership position in the marketplace is one of a franchisors greatest obligations. Most franchise companies, at least when theyre getting started, have underwhelming ad budgets with which to do this. Too often, they take a cautious marketing approach, wary of making a mistake. They end up taking the most obvious, logical course, and become indistinguishable from the rest of the pack. Those who create break-through brands are rule-breakers. They understand the power of a bold idea, undiluted. Though they may have been A-students, they know the Marketing Secrets of the Class Clown (MSCC).

Heres how I learned the MSCC. I was class clown laureate of Sacred Heart Grammar School and, later, a clown-in-residence while attaining my highly prized Masters degree in Fiction Writing. I proceeded, to the continued delight of my parents, to become a banjo-playing street musician, appearing outside of some of Chicagos finest venues. Street music was actually the best possible preparation for my career as a marketing and brand development guru. When your business model includes giving away your product away for free, then convincing...