The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17

18 snips

Mar 12, 2025

Dan Kennedy, a legendary marketing consultant and author, shares his unconventional insights on dominating industries through theatrical marketing. He emphasizes the necessity of having a 'big villain' to position against and reveals why bold stunts are essential to be memorable. Controversy, he argues, fuels customer loyalty and attention. Kennedy also discusses how embracing opposition can lead to growth opportunities, challenging entrepreneurs to rewrite the rules rather than follow them. This discussion is packed with strategies for building an unshakable brand.

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ADVICE

Target a Big Villain

Position yourself against a large, established "villain" in your industry.
This creates necessary conflict and amplifies your message.

ADVICE

Be Theatrical

Employ theatrical marketing to make your brand and message impossible to ignore.
Dramatic presentations, stunts, and media engagement are crucial for visibility.

ANECDOTE

Big Mike's Trade Show Coup

Big Mike, a hydroponics seller, was banned from a trade show.
He threw a party outside, gave attendees t-shirts promoting his brand, and effectively hijacked the event.

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In this episode of The Russell Brunson Show, we’re diving deeper into how to break into a market, dominate an industry, and attract massive attention - even if it means creating controversy along the way. This is part three of my Day with Dan interview from Funnel Hacking Live 10, and today, we’re talking about the power of positioning, theatrical marketing, and leveraging opposition to your advantage.

If you’ve ever wondered why some brands skyrocket while others stay stuck, this episode reveals the hidden playbook behind disruptive marketing. The truth? The biggest names in business didn’t just fit in… They made themselves impossible to ignore!.

Key Highlights:

Why every successful disruptor needs a big villain - and how to position yourself against it
The power of stunts and theatrical marketing (and why playing it safe is the fastest way to be forgotten)
How controversy fuels attention, authority, and customer loyalty
Why industry opposition can be your greatest asset (if you know how to use it)
The psychology behind “restless natives” - the hidden market waiting for someone to challenge the status quo

Most entrepreneurs focus on gaining approval, but the real winners embrace resistance. The biggest opportunities don’t come from playing by the rules - they come from rewriting them!!

If you’re looking to build an unshakable brand, create movements instead of just marketing, and use opposition as a growth strategy, this is the episode you need to hear!

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