Why Is Your Brand So Important?
Your brand is the key to whether you’ll not only survive but also thrive. In today’s world, where competition for attention is fierce, a strong brand is what separates success from failure. In last week’s tip, we discussed the story of Franzia, the world’s most popular wine brand. By embracing an innovation—boxed wine—they created a new category that allowed them to survive and then flourish. That’s the power of a strong brand: the ability to turn a challenge into a massive success by standing out in a meaningful way. But what does this mean for you and your organization? Competing for Attention Here’s a tough reality: your organization isn’t as important to your supporters as you might think. While you’re focused on your cause every day, your supporters might only think of you when you communicate with them, and even then, just for a moment. You’re not just competing with similar causes for attention—you’re competing with everything in your supporter’s life: work deadlines, family commitments, entertainment, personal concerns. So, how do you cut through the noise? The answer lies in making it easy for supporters to understand and value what you do. And that starts with a strong, well-defined brand. The Power of a Strong Brand Take a look at the most valuable brands in the world today. Amazon, Apple, and Google are names we instantly recognize because they dominate their categories. We don’t just know what they do; we see them as the leaders in their fields. The question is: what about your organization? Are you the leader in your field? Do you own a category in your supporters’ minds? If not, you’re at risk of getting lost in the noise. Standing Out in a Crowded Marketplace With more than 1.5 million nonprofit organizations registered in the U.S. alone, how do you stand out? It’s not enough to simply do great work—you have to be seen as the best at what you do. That requires defining your unique position in the marketplace. Next, we’ll explore how to identify your “hole” in the market—what makes your organization unique and truly valuable to your target audience. Finding this space isn’t just about surviving. It’s the foundation for making a lasting impact in the world. What’s your brand’s unique value?
Why Choose You?
In today’s crowded marketplace, standing out isn’t just important—it’s essential. But how do people make decisions about who to trust, support, or engage with? The answer isn’t that they choose the best or the most effective option. Instead, people go for what they perceive is the better choice. This is why your brand is crucial. Your brand is the key to how people perceive you, and ultimately, why they choose you over the competition. The Power of Branding in Fundraising After decades of experience in fundraising, one thing has become clear: successful fundraising flows from successful branding. If your brand isn’t positioned properly in the minds of your potential supporters, your fundraising efforts will struggle to gain traction. The most important step toward successful branding is understanding your position in the marketplace. What makes you unique? What category do you “own” in the minds of your audience? Finding Your Niche Ask yourself: if people were to associate one word or idea with your organization, what would it be? Think about these iconic examples: Band-Aid isn’t just a bandage; it’s become the word most people use when referring to any small adhesive bandage. FedEx has turned into a verb synonymous with fast shipping. These brands didn’t just create products—they created perceptions that made them leaders in their categories. Now, what about you? What is your organization known for? Are you an industry leader in your space? Do you own a particular niche or category? Own a Category, or Create a New One The secret to success isn’t necessarily being the best; it’s about being first in the minds of your audience. If someone else already owns the category you’re trying to dominate, you’re fighting an uphill battle. So, what do you do? Create a new category. If you can’t be #1 in an existing category, define a new space where you can be the leader. This is where real power comes in. Once you’ve defined your space, focus on making sure people associate your brand with that category. The Takeaway: Be Perceived as the Best Your challenge isn’t just to do great work—it’s to make sure people see your work as the best option for them. Position yourself in a way that aligns with your audience’s needs, and make sure you dominate that space in their minds. Your brand is your most powerful tool for creating that perception. Use it to ensure that when people think of your category, they think of you first.
It’s Better to Be First Than to Be Better
Why? Because people go for what they perceive is best, not what actually is. Marketing is about perceptions, not products. This is why being first in a customer’s mind almost always means being perceived as the best. As pioneers like Coca-Cola, Colgate, and Ford Motor demonstrated, being first gives your brand a powerful advantage. Brands like Band-Aid, Kleenex, and Google dominate their categories simply because they got there first. If you’re not first in your category, find a new one. Create a niche where you can lead. Tesla, for example, didn’t aim to be the best automaker; it became the first in the electric car category, propelling it to unprecedented success. The takeaway? To dominate your market, you must own a category. If you’re not first, redefine the playing field to make yourself the leader.
What’s Your Unique Selling Promise?
Remember the classic Miller Lite commercials that had everyone debating “Tastes Great” or “Less Filling”? Those ads were brilliant for several reasons: they were memorable, they engaged the audience, and they communicated a clear benefit—Miller Lite was a lighter beer that was also less filling. These ads are still talked about today because they established a unique selling promise (USP) that stood out. A USP is the clear benefit that makes your product or service stand out from the competition. It’s what sets you apart and convinces your customer that you’re the best choice. But here’s the key: your USP shouldn’t just say you’re better or smarter—it must provide tangible value to the customer. Simply saying “Pick me! I’m the best!” doesn’t work. Think about Domino’s Pizza and its famous USP: “You get fresh, hot pizza delivered in 30 minutes or less—or it’s free.” That was a game-changer because it gave customers a guarantee of value. Similarly, Walmart’s “Save Money. Live Better.” and M&M’s “Melts in your mouth, not in your hands” offer clear, unique benefits that resonate. What’s your USP? What do you offer that no one else does? Your customers need to see the value in choosing you over the competition. It’s not enough to say you work hard or have a great product. You need to articulate how your product or service will make their life better. In developing your USP, focus on the benefit. What can you offer that meets your customers’ needs in a way that others can’t? Once you figure that out, you’re well on your way to standing out in the crowded marketplace.
Should You Become a Purple Cow? Standing Out in a Crowded Market
In today’s fast-paced, cluttered world, the one sure way to fail is to blend in and be boring. If you want to succeed, you need to be remarkable. Seth Godin, the author of Purple Cow, puts it simply: “In a crowded marketplace, fitting in is failing.” Being remarkable doesn’t just mean standing out—it means creating something so unique that it becomes unforgettable. So, should you just wear something red? Not quite. While that might be a start, if everyone else is doing the same, it’s not going to make a difference. This is where the “Four Horsemen of Marketing” come into play: Positioning, Differentiation, Benefit (USP), and Brand. These are the pillars that can help you thrive in a crowded marketplace. Positioning is about finding the hole in the market that you can fill. It’s not just about being better than everyone else—it’s about doing something that no one else is doing. Differentiation, the second horseman, is how you visually and publicly communicate your unique position. This is where you start to become the Purple Cow. Does your website, newsletter, or fundraising letters immediately show how you’re different? Do they make you stand out, or do they blend in with everyone else’s? Benefit is the value you offer. What makes you better than the alternatives? Your Purple Cow needs to be front and center in every interaction you have with your audience. Being remarkable is not easy, but it’s essential. Whether you’re working for a nonprofit or building a brand, the challenge is clear: How will you stand out and be remembered?
A Tribute to Dino Cortopassi: A Giant in Life and Business
October 9, 2018. Five of us gathered in a conference room in Lodi, California, at the heart of the Central Valley’s agricultural hub. I had the privilege of sitting alongside two of my greatest mentors: Art Ciocca and Dino Cortopassi. We were there to strategize using the “Four Horsemen of Marketing” to strengthen Stand Together’s brand. Little did my colleagues know, they were about to experience the full force of Dino’s larger-than-life personality. Dino was a man of towering intellect and presence—an undeniable force of nature. During our session, when one of my colleagues started explaining the mission of Stand Together in a long-winded manner, Dino didn’t hold back. Leaning forward, he grabbed my colleague’s arm and bellowed, “What the f— does that mean?! I ask you what time it is, and you tell me how to make the @#%* watch!” As painful as the moment was, it reflected Dino’s direct and honest approach. He wasn’t one to mince words, and he challenged everyone around him to be better. His wisdom, though tough, was transformative. I learned so much from him, and yesterday, I found myself reflecting on those lessons as I attended his funeral, a celebration of a life well lived. Dino Cortopassi was a self-made man, starting as a farmer and eventually growing his agricultural empire to include 7,000 acres of farmland. But Dino’s brilliance wasn’t just in farming—it was in his sharp marketing mind. With the help of the legendary Jack Trout and Al Ries, Dino strategically positioned his brand, Stanislaus Food Products, as “The Real Italian Tomato Company with the Polish Name.” This positioning, combined with his fierce authenticity and dedication to quality, propelled his business to new heights. Dino often shared nuggets of wisdom that have stayed with me. One of his favorites: “The best tactics or operations in the world with a so-so strategy can only take you so far. But with a superior strategy, even with mediocre tactics, you can fly to the moon.” Dino’s story is one of perseverance, intelligence, and vision. He was not only a successful businessman but also a conservationist, a patriot, and a devoted family man. He remained authentically Italian, rooted in his heritage, and he built an empire while staying true to his values. As we continue discussing the principles of positioning and differentiation in the coming weeks, I’ll draw more examples from Dino’s life. His story is not just one of business success but of how great strategy, integrity, and authenticity can leave a lasting impact. Dino Cortopassi will be missed deeply, but his wisdom and legacy will live on.
Is Strategy Everything? The Power of Positioning in Dino Cortopassi’s Success
Peter Drucker famously said, “Culture eats strategy for breakfast,” emphasizing that while organizational culture is paramount, strategy is still crucial. My friend Dino Cortopassi, a master strategist, believed that a strong strategy could take you to the moon—even if your tactics were just so-so. His business success with Stanislaus Food Products is a testament to the importance of strategy, especially when it comes to positioning. When Dino was looking to expand his company’s reach, he came across the book Positioning: The Battle for Your Mind by Jack Trout and Al Ries. The book introduced him to the idea of creating a unique category in customers’ minds. Dino had a superior product—high-quality tomato sauce—but he needed something more to position his brand as the go-to for Italian restaurants. Trout and Ries convinced Dino to embrace the authenticity of his Italian heritage. They suggested positioning Stanislaus as “The Real Italian Tomato Company,” leveraging the public’s association of Italians with quality tomato products. However, Dino’s company name was Stanislaus, which didn’t sound Italian at all. Initially resistant to changing the name, Dino agreed to a compromise: explaining the Polish-sounding name while emphasizing the brand’s Italian roots. This strategic positioning proved to be one of the best decisions Dino made. His ads and brand messaging told the story of Italian heritage while embracing the unique name, creating a compelling narrative that resonated with customers. It didn’t matter that the name wasn’t Italian—what mattered was that the brand conveyed authenticity and quality. The result? Dino’s strategy of positioning Stanislaus as “The Real Italian Tomato Company with the Polish Name” helped the company grow exponentially. By finding a unique hole in the marketplace and filling it, Dino turned Stanislaus into a beloved brand that customers trusted and advocated for. The lesson here is clear: Positioning is about owning a unique space in your audience’s mind. Whether you’re running a nonprofit, a campaign, or a business, identifying what sets you apart and leaning into that differentiation can propel you to success.
Turning Customers into Fans: Dino Cortopassi’s Vintage Harvest
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.
How Dino Cortopassi Turned the Pizza Expo into a Legendary Branding Experience
Dino Cortopassi’s presence at the annual Pizza Expo became legendary—not because of a flashy sales pitch but due to his authentic, relationship-driven approach to marketing. With his clever use of Richard Viguerie’s “Four Horsemen of Marketing”—positioning, differentiation, benefit, and brand—Dino transformed his customers into devoted fans who looked forward to seeing him year after year. Authenticity, Trust, and Brand Loyalty The success of Dino’s booth at the Pizza Expo wasn’t by accident. He leaned into his authenticity, positioning Stanislaus Food Products as “The Real Italian Tomato Company with the Polish Name.” Instead of using his booth as a sales pitch, Dino focused on hospitality, mimicking the experience of being welcomed into an Italian home. Visitors were greeted with real tablecloths, delicious pasta, Italian wines, and friendly faces—just like in La Trattoria, his popular newsletter. There was no pressure to buy, only a genuine “thank you” for being a customer. Learning Lessons from Dino’s Success Over the years, Dino’s booth became the most popular at the Pizza Expo. It wasn’t just about the food and drink—it was the personal connection. People wanted to meet Dino, take photos with him, and experience his hospitality firsthand. His authenticity built trust, and that trust turned into brand loyalty. By focusing on genuine relationships rather than hard selling, Dino created a brand that his customers loved. This approach didn’t just create customers—it created raving fans.
Does Authenticity Really Matter in Building a Trusted Brand?
Yes, authenticity matters, and it’s one of the most critical aspects of connecting with your audience. When you communicate with genuine authenticity, you build trust, and trust strengthens your brand’s impact. Once you earn that trust, customers can become loyal advocates who do the selling for you. The ultimate goal of any marketing effort should be to become that trusted brand. Dino Cortopassi is a prime example of someone who used Richard Viguerie’s “Four Horsemen of Marketing”—positioning, differentiation, benefit, and brand—to turn his customers into lifelong fans. Being Real Dino’s journey began by positioning his company, Stanislaus Food Products, as “The Real Italian Tomato Company,” playing on the strong association between Italian heritage and high-quality tomatoes. From there, he used a variety of methods, including print advertising and personal connections, to differentiate his brand and highlight the benefits of working with an authentic company steeped in tradition. Dino’s ads reflected his company’s authenticity, featuring real images of his family and Italian heritage. One of the most beloved ads showed a four-generation Italian family enjoying a traditional Sunday dinner, resonating deeply with restaurateurs who valued family and authenticity. Turning Customers into Fans These efforts helped Dino build a trusted brand, one that didn’t just sell tomatoes but represented something far greater—a connection to tradition, quality, and authenticity. Customers became fans, advocating for his brand because they trusted it. Dino’s story serves as a powerful reminder that authenticity is key in building trust, and trust is the foundation of a successful brand. Whether you’re crafting a fundraising campaign or managing customer relationships, authenticity matters.
