Tweet

Branding Secrets from Genghis Khan, the Mongolian Marketer

Guest post by: George Torok

Article Overview: What can a growing business learn about branding from Genghis Khan? He united and ruled Mongolia. Genghis is known as a strong ruler and conqueror. Some might call him cruel and vicious. But he is remembered as a strong, memorable and effective leader.

Branding Secrets from Genghis Khan, the Mongolian Marketer

What can a growing business learn about branding from Genghis Khan? He united and ruled Mongolia. Genghis is known as a strong ruler and conqueror. Some might call him cruel and vicious. But he is remembered as a strong, memorable and effective leader. Genghis Khan provides some powerful lessons for business on branding.

Consider this branding challenge. Many countries, geographic regions and cultures are looking for creative ways to develop their tourism industry. How can developing countries develop their brand?

What can you do if you are Mongolia, a country that suffered almost 70 years of Soviet communism? (The Russians hated the Mongols.)

Play word association with the word "Mongolia" and you might reply with "Mongols" which would lead you to "Genghis Khan"; then you might run out of words.

This is the challenge that Mongolia was facing.

They are emerging into capitalist markets. They want to sell their products and attract tourists. What would you do? You leverage the greatest resource you have - the name of the most famous Mongol, Genghis Khan. Genghis Khan is more famous than the Beatles, and according to John Lennon you know how famous they were.

Most people don't know the capital city of Mongolia, (Ulan Bator), but you do know the name of the international airport, university and vodka - they are all named Genghis Khan. And of course there are the many restaurants around the world bearing that name.

What is the marketing appeal of the Genghis Khan name? It has worldwide recognition, it is powerful, and it's visually and emotionally stimulating. One more bonus - there are zero endorsement fees. No one owns the name.

Why else is Genghis Khan a powerful brand? He was a powerful leader. There is a mystique and exotic image to his name and legend. Say the name and you probably see a striking image of a warrior or ruler in your mind. That's what a good brand should do - evoke a feeling.

So instead of spending millions for a Tiger Woods, Donald Trump or Lance Armstrong to endorse your product why not search through the history books for some long dead adventurer, conqueror or poet to attach to your brand?

Genghis Khan lived so long ago that no one alive today knew him. At best they remember the stories and legends - and legends make for powerful marketing. In fact you want your brand to become a legend. Who can you tap for your celebrity spokesperson? Think King Arthur, Christopher Columbus or Emperor Napoleon.

Looking for a powerful brand or spokesperson for your marketing campaign? Search the history books for long dead legendary leaders and make your brand a legend.

Related Articles
  The Latest on Casual Dining
  Leadership Theories - What Does it Take to Be an Effective Leader?
  Secrets of Internet Marketing Millionaires! ~WHAT 97% OF MARKETERS DON'T DO
  Digital Branding is Great ... But Don't Forget The Strategy!
  Is a fiery temperament the no 1 must have quality for great leadership
  What's Your Story - Part II
  A Smart Entrepreneur Avoids Get-Rich-Quick Schemes
  Success Isn't Magic
  The definition of branding
  Copywriting Secrets:How To Become The Best Internet Network Marketer
  Building A Better Brand in the New Year
  Personal Branding Tip
  Home Based Business Branding To Identify Your Opportunity
  Strategic Branding Questions
  Online Marketing Of Your Website
  How to Use Personal Branding for a Competitive Edge
  Branding: 7 Important Questions and the Straight Answers
  Makings of a world leader
  Winning Brands don’t stop at Customer experience, but do Employee experience too!
  Mud Season. Not.

Article Tags: brand marketing, marketing, personal marketing



Related Forum Posts
Hi from Adelaide Australia - Hi guys and gals my name is Dave Gilbert and i am a Sr Partner at Velocity Marketer a joint US and Australian company that runs Kooiii.com. I have been a Marketer, Web entrepreneur/developer and search technologist for the last 15 years specializing in SEO,SEM,SMO .
Re: Welcome to Entrepreneur University! - Andy C. responding to your question. I;ve been with Ilearningglobal for a few months. I went down to their corporate office to check it out, and at their Launch Conference in March. Amazing company, first class executives running the company, and the Faculty are the best of the best in the world. I personally met Brian Tracy, Dan Clark, Bill Bartman etc. Simply great individuals. As Brian Tracy says, "Learn from the experts, you'll never live long enough to learn it all yourself" If you join as a Preferred Customer for $79.95, the Marketer who's website you signed up through, will earn a commission. If all you want is the Basic Membership, it's $79.95. In order to earn commissions you need to be a Marketer. It is a one time $20.00 to be a Marketer. For the $20 you receive: 1) Your own personal replicated website for marketing ILearningglobal. ( as people join, they are linked to you) 2) Provided with your own back office website to manage your business ( tracks your commissions, shows your customers & marketers etc. in your group) 3) Access to tools and training by ILearninglobal All for just $20. Every month thereafter, just your Membership of $79.95 qualifies you for commissions as people join. Where can you operate a global business, with a huge potential for so little. Andy C.
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
New Member: Kavin Paulson - Hello to everyone, I'm Kavin Paulson, an Internet Marketer by profession, working with Ipraxa Web Development Company, a CA based firm. I am here for exchange of ideas, information and knowledge. I would like to share my knowledge and ideas with others and learn from others too.
New Small Business Topic - Hello everyone, I'm on the lookout for new topics to add to my site. We just launched a Franchising section and are planning Human Resources section. Do you have any thoughts for a new section? Here's a list of what we currently have: Angel Investors Branding Bank Loans Business Coaching Business Plan Franchises (New) Insurance Legal Marketing Public Relations Sales Small Biz Loans Venture Capital


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Are You My Mentor

Here's a great ROI

Counselling - Who Needs It?

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.