The Rise of Functional Foods

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:

1. David Chang Momofuko + Brussel Sprouts with bacon Rule: Pick your customers, pick your future - “Some customers will cross the street for your brand promise”
2. Nike vs. Hyatt Regency Trainer: “9/10 a rebrand is just a relogo exercise. q logo is NOT a brand”
3. Why Brand is the story people tell themselves about the promise you’re making
4. Farmers Market vs. Supermarket Lettuce: Why Strategy * Storytelling SIMPLY have to dance together
5. The Warm Apple Pie Rule: “Storytelling doesn’t have to be words”
6. 1000 Year Marketing Rule: Status, affiliation, freedom of fear
7. Delicious = Dumb. Saying your brand is delicious is dumb “we do not have a delicious shortage”
8. Surfing & Strategy: Good surfers just pick good waves - what wave are you on?
9. Why Functional Beverages are Stupid “Food and drink is often moments of inspirations, vs long tails of commodity”
10. The Time, Game, Empathy, Systems of Strategy: Nespresso vs. Starbucks vs. Blank Street Coffee
11. 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”
12. 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”
13. Why Elegant Strategy = Simplify then add lightness
14. Baby’s Don’t care about Albania “your goal is to extend the Circle of Us vs. Circle of Now”

 👌 

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