During a dinner in Orange County, California, my wife insisted I visit the restroom. Reluctantly, I went—and discovered something remarkable: a framed poster of old Italian proverbs signed by Dino Cortopassi of Stanislaus Food Products.
Later, I shared this story with Dino during a visit to his office in Lodi, California, where he explained the significance of such posters. Dino’s marketing strategy wasn’t just about selling tomato products—it was about building relationships and providing value to his customers. He understood that Italian pizzerias and restaurants were often starved for “wall art,” so he sent them posters of Italian proverbs to connect with his audience on a deeper level.
This simple gesture embodies the principles of Positioning, Differentiation, Benefit, and Brand—the core of Viguerie’s “Four Horsemen of Marketing.”
Dino positioned Stanislaus Food Products as “The Real Italian Tomato Company with the Polish Name,” leaning into his heritage and emphasizing authenticity. Through La Trattoria, a newsletter providing ideas and stories for restaurateurs, he differentiated his brand by offering value beyond his products. Dino’s approach wasn’t to sell, but to create something more meaningful—a brand that customers felt connected to and proud to support.
By sending posters, publishing La Trattoria, and focusing on authentic communication, Dino turned customers into loyal fans. When customers believe in your brand’s authenticity and feel valued, they become advocates who do the selling for you.
This strategy can be applied to any field, whether you’re building a nonprofit, supporting a cause, or growing a business. The key is offering value beyond the sale—nurturing relationships, strengthening loyalty, and turning customers into raving fans. When you accomplish this, you’ll have touched the Holy Grail of marketing.
