HUNGRY.

Oct 20 2024 112 mins 1

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a brand building master class like you've NEVER head before

Botivo Drinks | B corp are one of my fave brands

The level of DEPTH Imme Ermgassen and Sam Paget Steavenson have gone into to build BOTIVO is CRAZY

You're in for an ABSOLUTE TREAT

ON THE MENU:

1. How BOTIVO was Born out of a Unusual Request at Lavish Parties like Calvin Harris, Ellie Golding, Prince Harry & Megan

2. Always Go Against the Category: Be a pleasure brave brand in a sea of moderation

3. Make something your CONSUMERS ACTUALLY WANT “there’s a difference between TASTY and IMPRESSIVE

4. The 4 Brand tensions to brand (this is GENIUS)

- cultural tension: the zeitgeist
- category tension: white space + counter opportunity
- consumer tension: who are they and why are they different
- What can you do no one else can do

6. Why BOTIVO created 21 characters for a dinner party with actual names who are their mates

7. Seth Godin’s Psychographic vs Demographic “STOP Targeting Gen Zzzzzz”

8. Ray Dailio Brand Building Principles “In life think about 2nd, 3rd, 4th order consequences of decisions making” BUT in brand building “ think of 2nd, 3rd, 4th brand touch points to build real depth

9. 2nd, 3rd, 4th order brand touch ponts = Slowwwwwlyyyyy introduce more touch points = increase occasions = increase consumption frequency = increase Rate of Sale

10. Stephen Pinker’s Strawberry Cheesecake Principle: Priming people for perfect experience

11. Why BOTIVO act like a Theatre House = Set the stage = Theatrical tone of voice = Great brand = stories

12. Why hard is an unfair advantage + you need insane amounts of stamina

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