Question

Topic: Career/Training

Startup Looking For A Brand Manager - Me?!

Posted by Anonymous on 5/12/2008 at 3:41 PM ET 125 Points
Although I have NO formal training in marketing or management, I am being asked to throw my hat into the mix as a startup's brand marketing manager.

I have explained to the owner that I have no formal education in marketing, I have been trying to teach myself marketing concepts over the last year, and that my background is in editing and graphic design.

With that in mind, what would people suggest (other than "Run away!!") for inexpensive training/education? I have a membership in the American Marketing Association, obviously I'm a paid member here, but I can't just keep shelling out money to try and get into the knowledge game.
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RESPONSES

  • Posted by Frank Hurtte on 5/12/2008 at 4:03 PM Accepted
    There are many here with no Marketing Degree.. so don't sweat that issue.

    Here is a two book reading list:
    Guerilla Marketing - My favorite Book
    Wacky Days by Tom Peric - Free PR, Free is good


  • Posted by Tracey on 5/12/2008 at 4:50 PM Accepted
    Branding has been my big learning/specialty area in the last year. Here are the resources I've found most helpful:

    Book:
    Kellogg on Branding (a little dry at times but really covers it -- worth sticking with it).

    Conferences:
    ASMI (American Strategic Management Institute) Branding & Marketing Excellence - around $2k

    Brandworks University (haven't attended yet, but attending this June. My boss raves about it). - $1100

    If you can't attend the conferences, check out Alan Steinmetz and Laura Pasternak. They were 2 of the better presenters at the ASMI conference and I believe they both conduct private workshops as well.
  • Posted by phil.wesel on 5/12/2008 at 5:44 PM Accepted
    Is the start up Meridian or something else? My advice beyond the marketing is to "know thy customer" If you have been working with the start up for a while, then learning as much as possible about those customers will help you develop your marketing skills along the way.l For example, years ago I went on routes with vending personel to learn what I needed to know regarding marketing a payment system product to this group. "Feeling their pain, day in, day out for a few weeks made me much more aware of what they valued and why. I would also recommend some work with "value propositions and value delivery systems for the beginning marketeer as these two things really help. When you look at a company or a product from a marketing perspective, the question is what makes the company or its products desirable to customers, what detracts from its ability to deliver value

    best of luck
    Phil
  • Posted on 5/12/2008 at 6:25 PM Author
    Phil, the company is not the one for which I am currently employed, Meridian Environmental. Instead, it is a startup as a branch off an established food processor. As for experience with the company, I have absolutely none. I was referred to the company by an acquaintance and they followed up on the recommendation, calling me up to see if I were interested in the position.

    Thank you for the suggestions of reading so far, and I look forward to more input as this continues.
  • Posted by phil.wesel on 5/13/2008 at 6:40 PM Accepted
    SCORE has a number of free online marketing seminars. I also went to a very inexpensive Phil Kotler B to B marketing event a few years back which I think was in the couple of hundred dollar range.

    Though not strictly marketing, I am also impressed by the level of content on the TED site. Sometimes I pick up more ideas about product marketing from watching the videos on that site than a months worth of how to books could provide.

    I have taught a two day seminar on marketing at a local community college for the last couple of years which was relatively inexpensive for the students. Perhaps there is a local community college or evening program at a major college nearby where they would let you simply sit in or audit some of their programs.

    Wish you the best with your new endeavor. Any start up sounds kind of exciting to me, especially if you can have a real impact on the success of the new business.

    Phil
  • Posted on 5/19/2008 at 5:39 PM Author
    I'd like to thank you, all, for your comments, suggestions, and support. I will be trying my hardest to get things right.
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