MAFFEO DRINKS 027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life
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Sep 26, 2023 Steven Grasse, founder of Quaker City Mercantile, discusses brand mysticism and building winning brands. Topics include differentiation, brand rituals, choosing partners, state monopolies, institutional knowledge, and the importance of authenticity in brand creation.
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Holistic Brand Creation
- Conceive brand and liquid as one idea, like the Big Bang.
- Avoid creating elements in isolation; design packaging, marketing, and liquid together.
The Onion Method
- Brands should focus on a core truth.
- Express this truth through various layers, like an onion, without changing the core message.
Key Brand Elements
- Focus on three elements: differentiated liquid, unique packaging, and a rich brand world.
- Ensure the brand world is detailed but not overly complex, like Tolkien's Middle-earth.