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Ep. 31

What the best small businesses can teach us about branding

We often look to the biggest, most successful businesses for inspiration, but there's a lot to be said for smaller brands. In episode 31, we talk with Mike Barzacchini about what can be learned from small businesses.

featuring Mike Barzacchini
Director of Marketing Services | Harper College

When Mike Barzacchini, Director of Marketing Services at Harper College, moved to a Chicago suburb, he started noticing how small, locally-owned businesses were doing branding better than many larger corporations — and he knew there was marketing wisdom to be gained from their successes.

Mike sat down with me to talk about the lessons he’s learned from small-business entrepreneurs (including several in his own family) and to discuss how big businesses can apply these lessons in practical and meaningful ways to strengthen their brand stories.

What we discussed:

  • Why marketing professionals should be paying attention to small-business branding

  • What big brands can learn from the focus and discipline of small businesses

  • How limited resources and agility play major roles in small-business branding success

  • How small businesses use strategic listening and consistent storytelling to build brand trust 

  • How high-value experiences and invitations to act help small businesses better connect with customers

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