Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Kool-Aid – Owning the customer from every angle
Edwin Perkins took inspiration from Jello to create a mail order empire. Oh Yeah! From a General Store to a major brand.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
Rolls Royce – Selling just the Brand.
Bentley and Rolls Royce. You’ll be shocked when you learn what was sold, licensed, and protected. An epic story of Brand.
Personality Prescription, Part 10 – The Company Spokesperson
People don’t expect you to be a polished professional. They do expect you to be sincere and to tell them the truth as you see it.
Whole Foods – How passion became an empire
Founded in 1980 as a 10,500-foot location in Austin, TX. Thirty-seven years later Amazon bought it for $13.8B.
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
Nespresso – 400 Nespressos drunk every second
It failed twice even though it was cheaper and produced better quality coffee. It took glamour to finally create a successful launch.
Personality Prescription, Part 9 – Using Your Culture
When the boss is spread so thin he (or she) can’t work even one more hour, the company stagnates at that level.
Accelerated Branding through Slang, Cheap Psychology, and Earworms
By tapping into the power of tribe and self-identity, GGT spiked brand awareness and sales for Toshiba.
KFC – The secret 11 herbs and spices
He never gave up, put crazy miles on his car, promoted and sold Kentucky Fried Chicken (KFC), and worked well into his seventies.
Personality Prescription, Part 8 – Your Company’s Reputation
Reputations take years to build through word of mouth but can be built in only months through consistent advertising.
James Watt – The marketing story of horsepower
Cars are marketed today using the term horsepower. Find out why James Watt invented the term and how it helped.