HUNGRY. How Allora Spritz is Wiping Out Aperol, 12 Totally Unique Brand Building Principles You’ve Probably Never Heard Before
Aperol Spritz are LITERALLY pissing money up the wall. LOL. Which pillock put prosecco in the bevraaa-geenie?
Yellow is the new Orange.
There's a new sheriff in Spritz-town.
Aperol: Bon voyage, ta ta, f*ck off
Allora: take a pew, mate. Lunch break is an hour.
Ma ma Miaaaa Tastebud teleportation to Halcyon hacienda.
Delisimo, bro.
Each sip is whip lashes of mellow-yellow, sun-snogged Italian Summers. Orange, Green and Blue Pastel-Palaver… warmth tickling the nape of your neck… food is just right. pace perfect slow.
Dom’s career is all sunshine 🍋 24 yrs old running a HUGE factory for Nestle 🍋 worked at BEAR snacks under the wise sage Giles Brook 🍋 built Australian Kombucha brand Soulfresh, Nutty Bruce from scratch in UK 🍋 MD of TRIP building rocket ship from Zero to One Now it taking on Aperol.
ON THE MENU:
Sure, here is the corrected numbered list:
1. Unique Selling Points in Crowded Categories are a waste of time “look for BIG one brand spaces and just do the opposite”
2. How Allora Tapped Into The Semiotics of Aperol “Yellow vs. Orange” and “Allora” vs “Aperol”
3. Why “Product” Differentiation is easier vs “Brand” Differentiation to create a wide brand moat
4. The Ying & Yang of Operations: “the danger of co-manufacturers” + “Highest possible service, lowest possible cost”
5. How to go from Championship “Founder” to Champions League “Operator”
6. Champions League Operator: Find the fastest path to TRUE GROSS MARGIN = less promotions, less media, less logistics “stop hiding things in the P&L”
7. Why Aperol shot themselves in the foot using Prosecco and are pissing away money on each drink
8. Why Allora ONLY Need to Sell Half the Units to match Aperol revenue
9. MOJU & Allora “Lean” Manufacturing: Always ask What can you take AWAY vs. What can you ADD
10. Inversion Thinking: Front End Value vs. Back End Value. Constantly ask yourself.. “What isn't the consumer NOT willing to pay for?”
11. Redbull vs Rude Health Growth Strategies: “Innovate to grow” vs “Focus to grow”…."always keep the main thing, the main thing"
12. Unique Brand Building Lessons from working with Liv and Dan at TRIP
13. Charlie Munger "Wisdom is Prevention" for brand building: get very clear on the culture from day one
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