Oct 27 2024 57 mins 1
TOTAL HONOUR to sit down for a podcast part two with the legend Seth Godin.
We go DEEP into the Strategy + Brand + Storytelling Secrets of the best challenger brands
Tony’s Chocolonely vs. Cadbury’s
Blank Street Coffee vs. Starbucks
Nespresso vs. Kenco
Farmers Markets . Supermarket Lettuce
Teaser below, fully eppy Monday morning
ON THE MENU:
- David Chang Momofuko + Brussel Sprouts with bacon Rule: Pick your customers, pick your future - “Some customers will cross the street for your brand promise”
- Nike vs. Hyatt Regency Trainer: “9/10 a rebrand is just a relogo exercise. q logo is NOT a brand”
- Why Brand is the story people tell themselves about the promise you’re making
- Farmers Market vs. Supermarket Lettuce: Why Strategy * Storytelling SIMPLY have to dance together
- The Warm Apple Pie Rule: “Storytelling doesn’t have to be words”
- 1000 Year Marketing Rule: Status, affiliation, freedom of fear
- Delicious = Dumb. Saying your brand is delicious is dumb “we do not have a delicious shortage”
- Surfing & Strategy: Good surfers just pick good waves - what wave are you on?
- Why Functional Beverages are Stupid “Food and drink is often moments of inspirations, vs long tails of commodity”
- The Time, Game, Empathy, Systems of Strategy: Nespresso vs. Starbucks vs. Blank Street Coffee
- The Circle of Us vs. The Circle of Now: Tony’s Chocolonely vs. Cadburys “What are you doing today? You’ll be glad you did tomorrow”
- Why Marketing to an Alien Species: Marketing is a cultural signal “They’re only weird to you, not weird to them, you’re weird to them”
- Why Elegant Strategy = Simplify then add lightness
- Baby’s Don’t care about Albania “your goal is to extend the Circle of Us vs. Circle of Now”
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