Today Ted speaks with Win Peniston, a digital, mobile and social marketing strategist and innovative agency executive with over 25 years of brand development and digital media experience under his belt.
From early 2016 through mid-2021, Win was the Director of Marketing at London Bay Homes. Today, he consults a variety of builders and developers, and also keeps his Realtor’s license at John R. Wood Properties’ 5th Avenue South office in Naples, FL.
Today’s conversation focuses heavily on the timeless principles of brand development and longevity. Win also speaks on the art of value proposition, in which the key is “to touch someone’s identity, and how they wear the brand for themselves.”
Through leading campaigns for some of the biggest brands in the world today, Win has learned to always steer the conversation away from, “What’s in it for the company?” to, “What’s in it for the consumer?”
In a similar vein, he criticizes businesses who have strayed too far into the realm of political correctness at the expense of their brand identity. Companies who embrace pure, unadulterated authenticity fare far better, especially in the long-run, than those who rely on hollow messaging in an effort to ride on the coattails of certain cultural trends.
Brand is the cornerstone of longevity. To build repetitional excellence, especially as a service business, it all stems from doing what you say and say what you do, and simply being transparent and authentic.
- [05:47] What brought Win to Naples from New York and his early successes
- [14:51] Marketing “affordable luxury”
- [17:09] Other prestigious companies and individuals that Win has worked with
- [21:06] What sets a brand apart
- [28:51] Lessons learned from working with some of the biggest brands of our time
- [33:01] Hollow messaging from businesses and Ronald Reagan’s authenticity
- [37:30] How Red Bull developed an incredible culture
- [39:04] What is on the horizon for the Naples real estate market
- [46:39] Solidifying your brand for generations to come
- [53:52] How best to interact with your team and your customers or clients
- [58:22] The future of the trades
Key Quotes from Episode
- Pricing power is what Wall Street wants to see. […] The big winners that can defend their pricing power are the brands that have the loyalty from the consumers that have an association with it.
- Who are we talking to? What do they think about us? What will they think about us after this piece of communication? We need them to have a deeper loyalty.
- The creative matters. It isn’t creative if it doesn’t sell.
- Take out the marketing-ese. Develop colloquialism and ease of messaging. Tone it down: Use layman’s language when you’re talking to consumers. They’re a lot smarter than you think they are.
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