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
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
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
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
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.
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
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
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
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
Dino Cortopassi, the visionary behind Stanislaus Food Products, demonstrated how authenticity and trust can transform a business into a powerful brand. His approach went beyond offering a superior product. It created an emotional connection with customers, turning them into raving
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