How Maker’s Mark Turned “Expensive” Into “Exclusive”
How do you sell a new product for twice the price? Bourbon is lowbrow. Demand is down. Marjorie's solution got her into the hall of fame.
How Smirnoff saved itself with a Polaroid camera and a Moscow Mule
There were lots of companies before the internet who used influencers to build their brand.
Singer Built a Better Sewing Machine But Nobody Bought It Until…
They couldn’t sell it. The industry was very conservative. Singer realized he needed to do something different.
The Magic of Belonging – How Spotify Kickstarted Patreon
When Spotify interrupted his revenue stream, Jack Conte found a way to to help all creators.
Thinking Outside the Jar: Peanut Butter’s Surprising Origin Story For Two Top Brands
Lightning strikes twice. Rosefield invents one new product & TWO top brands.
Playing the Long Game: How Patience and Openness Led to Tetris’ Triumph
He built a video game, gave it away, waited, and then became wealthy.
From Mild as May to Marlboro Man: How to Reposition Your Brand for Success
They initially focused on women and struggled before pivoting towards men and becoming dominant. How?
Tax Loophole to Beer Empire: How Jim Koch Brewed Success with Samuel Adams
He paved the way for craft ale to become a thing, and his lessons go beyond beer.
Weird Branding Wins: Lessons from Wolfman Jack on Standing Out
From gas station attendant to radio icon. How can you build a brand like his?
The Unseen Zamboni: Why Your Best Marketing Assets Might Be Hiding in Plain Sight
Frank had a big problem, but he saw an opportunity.
Griffin Service – Pt. 2 – Turd buckets beware!
He received complaints from his very first ad. You have to stick your neck out a little bit and get them, or you blend in.
Griffin Service – Pt. 1 – Tom Casey is an S.O.B.
Most companies send 1 piece to 100,000 people. Tom Casey would send 10 pieces to 10,000 people. It made all the difference.
Just Do It – Nike – The everyday athlete anthem
Facts tell, but stories sell. Nike needed to relate to the everyday athlete.
Jenga – Take a block from the middle…
Her mom sold the house. Car has been towed away. Sold 0 units. Then she learns to demonstrate it being played.
Kayak – The lifetime value of a customer
They made billions with a referral strategy while losing 80 cents of every dollar spent on a visitor's first click.