19 New Brand Building Laws - How Citizens of Soil Are Taking on The Olive Oil Mafia & Changing The World of Olive Oil

“we changed three words at 10x’d our D2C revenue over night”Citizens of Soil is a BANGING brandeye-splinteringly, soul-nourishing gorgeous packagingtransforming commodity into communitywonderful founders Sarah & Michaely’all gunna love this one!!btw jump to 30 mins, if you wanna plunge straight into the brand building goldON THE MENU:The Origins of Terroir: Things from a Different place have a Different tasteAnti-Fragility in Nature: Stressed Trees release polyphenols to protect themselves, so should humansHow to go MASS MARKET yet use high quality, small producersSeth Godin’s “On Strategy”: Using Time, Game, Empathy, Systems to create changeFormat Innovation> Product Innovation. Format is PISS EASY innovation that literally no one think aboutSteal Clothes from Other Categories Rule: use semiotics of wine to make it easier for consumer to pay £££ for Olive OilNo Bread & No Salad rule: Samplings are the theatre of consumer goods. Your first interaction is everything. Make it Different. Make it Memorable.How to 10x monthly D2C Revenue by changing three words “Join the Olive Oil Club” > “Subscribe to Olive Oil”Why Premium brands must sack off “ABC”Always Be Closing. Replace with Always Build Community. You wont win on price. You’re in the relationship businessThe Art of Successful D2C Adverts using AIDA - attention, interest, desire, actionStephen King “Kill Your Babies” - Never forget Distractions masquerade as OpportunitiesMeek. vs Strong Opinion Decision Making frame work: make hard decisions, under pressure, at SPEEDJeff Bezos: One Way vs. Two Way Door Decision Making RuleRaising Money when there’s no proven “Total Addressable Market” SELL THE FUTURE CATEGORYWhy mpact must be so entrenched in your brand it can’t be taken out, Impact helps you grow fastHow many flat whites were sold 20 years ago? Rule: Brands create new categories from scratch.